Dominoes Pizza. Business & Marketing. Background of Domino’s Pizza

Domino’s Pizza
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Background of Domino’s Pizza
Domino’s pizza is a pizza restaurant chain that was founded in 1960 by James and Tom Monaghan. It is an American multinational corporation that is headquartered in Ann Arbor, Michigan. While the two brothers put in money equally to acquire the restaurant chain from Dominick DiVarti it is James who is attributed to the success that Dominos has exhibited since its establishment. Dominos has witnessed immense growth and productivity over the years. It is reported that there are over 17000 Dominos stores spread across more than 90 countries globally (Dominos.com, 2020). From just one store when the restaurant chain was established in 1960, Dominos opened its 200th store in 1978 and by 1990 there were over 5000 stores around the globe. The first Dominos store was opened in South America in 1988 in Colombia while the first store in Africa was established in Egypt in 1995 (Dominos.com, 2020). While the founder announced his retirement in 1998 and in so doing sold the ownership of the restaurant chain to Bains Capital Inc., it continues to thrive on the founding values, vision and objectives. Dominos core values have since the opening of the first outlet been built on the provision of quality food and superior service. Dominos believes in opportunity, winning together, hard work, embracing community, inspiring solutions and uncommon honesty. It also continues to be guided by its vision which is to become the best pizza company not only in the world but in every neighborhood.
Dominos largest market is in the US where it operates about 6156 stores that are franchise-owned (Dominos.com, 2020). Based on the above fact, there are more than 800 independent franchise owners in America with a majority of them starting their careers as hourly workers (Dominos.com, 2020).
Figure 1: https://biz.dominos.com/web/public/about-dominos/fun-facts
It is estimated that Dominos sells roughly 3 million pizzas daily with the pepperoni being the most popular choice among consumers. With the use of Werner Lomker which is the fastest pizza maker in the world Dominos succeeds in meeting the high demand for its products. The machine facilitates the production of 3 large pizzas in less than a minute. The machine comes in handy particularly during its busiest days during New Year’s Eve, Halloween and Super Bowl Sunday. Reports indicate that Dominos sells more than 2 million pizzas on Super Bowl Sunday which is 40% over the sales on normal Sundays (Dominos.com, 2020). Over the years Dominos has taken the initiative to update its menu with new products in line with changing consumer tastes and preferences. For instance, Dominos introduced breadsticks in 1992 which was the first non-pizza item on its menu. It also conforms its menu to the culture of the different countries it ventures into.
Through its digital ordering channels Dominos provides customers with convenient means of ordering anywhere and anytime. With many Americans embracing technological innovations, Dominos derives about 65% of its sales in the region from orders made through the digital platforms. According to the website, “Domino’s and Xevo, the leader of in-vehicle co...