Pizza is one of the most popular foods in U.S, more than 95% of Americans eat pizza regularly and of that nearly 21% of 18-24 year olds order pizza more than three times a month. Household with children purchase pizza more than three times a month, and typically do so via a chain restaurant like the Domino’s, Pizza Hut etc. (“Customer Profile,” Domino’s Pizza: Growing Sales With Technology, Page 301). There are over 69000 pizzerias in U.S alone, which includes both the pizza chain restaurants and the local independent shops. (www.dominos.com)
Domino’s Pizza is a U.S based Quick-Services Restaurant (QSR) chain in the world. Timely delivery of affordable quality pizza is their mission, and currently Domino’s is the number one pizza delivery company and was also ranked number one is customer satisfaction in U.S. (“Industry overview,” Domino’s Pizza: Growing Sales With Technology, Page 300.) Today, with its continued expansion and growth, Domino’s has swiftly become the second-largest player in the market, behind Pizza Hut. By the year 2010, the company had over 9000 stores worldwide, most of which were franchises and had total global sales of over $5.6 billion in 2009 (“Industry overview,” Domino’s Pizza: Growing Sales With Technology, Page 300). The U.S pizza delivery and car...
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...pen new stores by increasing revenue-sharing percentages or reducing the franchise fees.
In conclusion, to increase its sales/business in both domestic and international markets, and have higher global presences, Domino’s has to enhance and increase the use of different media channels/strategy to attract more customers. They need to research into behavioral target audience across online advertising (leveraging multiple data sources). Figure out where the consumers are spending most of their time, what are they interest in i.e. shopping, browsing, social media, mobile usage, email, etc. Understanding consumers and creating an audience-based media-strategy could help Domino’s reach their consumers with the right message/advertisement at the right time, and with this strategy Domino’s could get a larger reach leading to higher sales and global presences.
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