CHAPTER 1: INTRODUCTION ABOUT INDUSTRY
TYPE OF INDUSTRY
o TYPES OF PIZZAS
o HEALTH MATTERS
CHAPTER 2: DOMINO’S
INTRODUCTION OF INDUSRTY
INTRODUCTION OF COMPANY
TYPE OF PIZZAS
ADVERTISMENT AND SPONSARSHIP
CHAPTER 3: RESEARCH METHEDOLOGY
LIMITATION OF STUDY
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
CHAPTER 5: FINDINGS
CHAPTER 6: RECOMMENDATION
CHAPTER 7: ANNEXURE
CHAPTER 8: BIBLIOGRAPHY
The service sector, also called the tertiary sector, is one of the three parts of the economy in
the Three-sector hypothesis. This hypothesis breaks the economy into three main areas so it
can be better understood. The other two are the primary sector, which covers areas such
as farming, mining and fishing; and the secondary sector which covers manufacturing and
making things. The service sector provides a service, not an actual product that could be held
in your hand. Activities in the service sector include retail, banks, hotels, real-estate,
education, health, social work, transport, computer services, recreation, media,
communications, electricity, gas and water supply.
The service sector is an important part of the economy. For example, in Australia in 2007,
85% of all businesses were in the service sector. In 2009 there were more than nine million
people employed in the service sector in Australia, which was 86% of all jobs. In India, there
has been a huge growth in service sector businesses which made up 55% of India's GDP in
2006—2007. Computer software businesses in India are increasing at a rate of 35% per year.
Increasingly service sector businesses need to focus on what is now being called the
―knowledge economy‖. They need to keep ahead of other businesses by understanding what
it is their customers want and be in a position to give it to them quickly and at low cost. One
good example of this are banks which have gone through enormous changes in recent years.
Using information and communication technology, banks have vastly reduced the number of
people they need to employ, and lowered the cost of providing bank service. For example,
automated teller machines able to provide basic bank services 24 hours a day, 7 days a week,
in many different places. Before this, banking services were only available from the bank
when it was open. Many banks and building societies have joined together to form much
lower cost businesses that can make more money from a wider customer base. The key to this
process is gaining information about their customers and constantly coming up with new
services for them. An example of a company trying to come up with a new service for
customers is I Card, which is looking at ways to link mobile phones to computers and social
The hospitality industry consist of broad category of fields within the services industries that
include lodging, restaurants ,event planning ,theme park, transportation, cruise line and
additional field within the tourism industry .The hospitality industry is a several million
dollar industry that mostly depends on the availability of leisure time and disposable income.
A hospitality unit such as a restaurant hotel or even an amusement park consists of multiple
groups such as facility maintenance, direct operations (servers, housekeepers, porters, kitchen
workers, bartenders, etc), management, marketing, and human resources
The hospitality industry covers a wide range of organizations offering food service and
accommodation. The hospitality industry is divided into sectors according to the skill-sets
Required for the work involved. Sectors include accommodations, food and beverages
meeting and events, gaining, entertainment and recreation, tourism services and visitors
Usage rate is an important variable for the hospitality industry. Just as a factory owner would
wish to have his or her productive asset in use as much as possible, so do restaurants, hotels,
and theme parks seek to maximize the number of customers they ―process‖
In viewing various industries,‖ barriers to entry‖ by newcomers and competitive advantages
between current players are very important. Among other things, hospitality industry players
find advantage in old classic, Initial and ongoing investment support, and particulars themes
adopted by marketing arms of the organization in question. Very important is also the
characteristics of the personal working in direct contact with the customers.
Pizza was first introduced in the early 1900s near Chicago and in New York when Italian
immigrants first arrived in the United States. Then in the mid 1900s, GI’s from WWII began
streaming back from Italy, bringing with them a renewed craving for pizza. Although the
pizza industry was highly expansive at this time, all of the pizzerias were still individually
owned restaurants. It was not until 1958, when the Pizza Hut franchisee launched, that this
industry truly began to escalate. In 2012 there are approximately 65,000 pizza franchises in
During the recent economic recession, the price of key pizza ingredients like cheese and
wheat began to skyrocket, elevating the costs of production and making a large hit to the
pizza industry. In an attempt to restart sales, pizza franchises offered a variety of promotions,
altering their marketing strategies through websites and other forms of social media. For
instance, in 2009 Pizza Hut launched a deal which allowed customers to choose any set of
toppings and crust for $10 per pizza. Innovative trends like this one soon proliferated across
the pizza industry, reviving the industry after its decline during the recession.
Additionally, Americans have started to trend away from dining out and towards take out and
fast-delivery foods. These quick-service pizza concepts allow people to take advantage of the
new technologies that are available at home, all the while subtracting the extra fees from tips,
drinks, and gas.
What could feed a hungry family better than a heaping stack of hearty pepperoni pizzas?
Amongst the population of American families with children 18 and under, 68% of their
occasions with pizza involve children. In fact, a recent Gallup Poll demonstrates that children
of ages 3 -11 claim to prefer pizza out of all lunches and dinner selections. However, despite
this concentration on American families, pizza has proved to be popular among people of all
ages up to 65.
One of the greatest highlights of the pizza industry is its high versatility and customization
for consumer preferences. A survey conducted by the PMQ Pizza Magazine indicates that
86% of pizza lovers would choose their own toppings rather than order a pre-customized
TYPES OF PIZZAS
Naples and Campania
Neapolitan pizza (pizza napoletana): Authentic Neapolitan pizzas are typically made with
tomatoes and Mozzarella cheese. They can be made with ingredients like San Marzano
tomatoes, which grow on the volcanic plains to the south of Mount Vesuvius, and mozzarella
di bufala Campana, made with the milk from water buffalo raised in the marshlands
of Campania and Lazio in a semi-wild state (this mozzarella is protected with its own
Europeanprotected designation of origin).
According to the rules proposed by the Associazione Vera Pizza Napoletana, the genuine
Neapolitan pizza dough consists of wheat flour (type 0 or00 or a mixture of both), natural
Neapolitan yeast or brewer's yeast, salt and water. For proper results, strong flour with high
protein content (as used for bread-making rather than cakes) must be used. The dough must
be kneaded by hand or with a low-speed mixer. After the rising process, the dough must be
formed by hand without the help of a rolling pin or other machine, and may be no more than
3 millimeters (0.12 in) thick. The pizza must be baked for 60–90 seconds in a 485 °C
(905 °F) stone oven with an oak-wood fire. When cooked, it should be crispy, tender and
fragrant. There are three official variants: pizza marinara, which is made with tomato, garlic,
oregano and extra virgin olive oil, pizza Margherita, made with tomato, sliced mozzarella,
basil and extra-virgin olive oil, and pizza Margherita extra made with tomato, mozzarella
from Campania in fillets, basil and extra virgin olive oil. The pizza napoletana is
a Traditional Specialty Guaranteed (Specialità Tradizionale Garantita, STG) product in
Lazio style: Pizza in Lazio (Rome), as well as in many other parts of Italy, is available in two
different styles. Take-away shops sell pizza rustica or pizza al taglio. This pizza is cooked in
long, rectangular baking pans and relatively thick (1–2 cm). The pizza is often cooked in an
electric oven. It is usually cut with scissors or a knife and sold by weight. In pizzerias, pizza
is served in a dish in its traditional round shape. It has a thin, crisp base quite different from
the thicker and softer Neapolitan style base. It is usually cooked in a wood-fired oven, giving
the pizza its unique flavor and texture. In Rome, a pizza napoletana is topped with tomato,
mozzarella, anchovies and oil (thus, what in Naples is called pizza romana, in Rome is
called pizza napoletana).
Other types of Lazio-style pizza include:
Pizza romana: tomato, mozzarella, anchovies, oregano, oil
Pizza viennese: tomato, mozzarella, German sausage, oregano, oil
Pizza capricciosa: mozzarella, tomato, mushrooms, artichokes, cooked ham, olives, oil
Pizza quattro formaggi: ("four cheese pizza"). Tomatoes, and the cheeses mozzarella,
stracchino, fontina and gorgonzola. Sometimes ricotta is swapped for one of the latter
Pizza Bianca ("white pizza"): In Rome, the term pizza Bianca refers to a type of bread
topped with olive oil, salt and, occasionally herbs, such as rosemary sprigs. It is also a
Roman style to add figs to the pizza, the result being known as pizza e fichi.
Pizza alla casalinga: ("Grandma pizza") consists of a thin layer of dough which is
stretched into an oiled, square "Sicilian" pan, topped sparingly with shredded mozzarella,
crushed uncooked canned tomatoes, chopped garlic and olive oil, and baked until the top
bubbles and the bottom is crisp.
The usual Italian varieties are available, though more common is the style popular in the
U.S., with more and richer toppings than Italian style. A common unique type is
the Aussie, Australian or Australiana which has the usual tomato sauce base and mozzarella
cheese with bacon and egg (seen as quintessentially Australian breakfast fare). Pizzas with
seafood such as prawns are also popular. In the 1980s some Australian pizza shops and
restaurants began selling "gourmet pizzas", that is, pizzas with more expensive ingredients
such as salmon, dill, bocconcini, tiger prawns, or unconventional toppings such as kangaroo,
emu and crocodile. "Wood-fired pizzas", that is, those cooked in a ceramic oven heated
by wood fuel, are well-regarded.
Pizza is an emerging fast food in Indian urban areas. American pizza chains Domino's
Pizza and Pizza Hut opened their first outlets in India in 1996. Domestic pizza brands
include Smokin' Joes and Pizza Corner. Branded pizza is available in most cities in India.
Pizzas served in India by foreign pizza brands feature greater "recipe localization" from pizza
makers than many other markets such as Latin America and Europe, but similar to other
Asian pizza markets. Indian pizzas are generally spicier and more veggie-oriented than those
in other countries. For instance, oregano spice packs are included with a typical pizza order in
India instead of Parmesan cheese.
Pizza outlets serve pizzas with several Indian-style toppings like Tandoori Chicken
and Paneer. Along with Indian variations, more conventional pizzas are also eaten. Pizzas
available in India range from localized basic variants available in neighborhood bakeries, to
gourmet pizzas with exotic and imported ingredients available at specialty restaurants.
Pizza became a popular fast food in Bangladeshi urban areas. Introduction of various branded
pizza such as Domino's and Pizza Hut in early to mid-2000s, it has reached almost all classes
of urban peoples.
São Paulo has 6,000 pizza establishments and 1.4 million pizzas are consumed daily. It is said
that the first Brazilian pizzas were baked in the Brás district of São Paulo in the early part of
the 20th century. Until the 1950s, they were only found in the Italian communities. Since
then, pizza became increasingly popular among the rest of the population. The most
traditional pizzerias are still found in the Italian neighborhoods, such as Bexiga (official
name: Bela Vista). Both Neapolitan (thick crust) and Roman (thin crust) varieties are
common in Brazil, with traditional versions using tomato sauce and mozzarella as a base.
Brazilian pizza in general, though, tends to have less tomato sauce than the Italian version, or
uses slices of tomato in place of sauce. Brazilian pizzerias offer also Brazilian variants such
as "pizza com catupiry". July 10 is "Pizza Day" in São Paulo, marking the final day of an
annual competition among "pizzaiolos". In Brazil, pizza quatro queijos (pizza quattro
formaggi) uses mozzarella, provolone, parmesan and gorgonzola, and there is also a variety
with five cheeses, which adds catupiry.
Many Israeli and American pizza stores and chains, including Pizza Hut and Sbarro, have
both kosher and non-kosher locations. Kosher locations either have no meat or use imitation
meat because of the Jewish religious dietary prohibition against mixing meat with dairy
products, such as cheese. Kosher pizza locations must also close during the holiday
of Passover, when no leavened bread is allowed in kosher locations. Some Israeli pizza
differs from pizza in other countries because of the very large portions of vegetable toppings
such as mushrooms or onions, and some unusual toppings, like corn or labane, and middle-
Eastern spices, such as za'atar. Like most foods in Israel, pizza choices reflect multiple
American pizza chains entered Japan in the 1970s (e.g. Shakey's Pizza and Pizza Hut 1973,
Domino’s pizza in 1985). The largest Japanese pizza chain is Pizza-La. The most popular
pizza chain promoting Italian style artisanal pizza is Salvatore Cuomo. The Italian association
Associazione Verace Pizza Napoletana has an independent branch in Japan. Local types of
pizza have been made, for instance mochi pizza (crust made with Japanese mochi cakes).
Pizza is a popular snack food in South Korea, especially among younger people. Major
American brands such as Domino's, Pizza Hut, and Papa John's Pizza compete against
domestic brands such as Mr. Pizza and Pizza Etang, offering traditional as well as local
varieties which may include toppings such as bulgogi and dak galbi. Korean-style pizza tends
to be complicated, and often has nontraditional toppings such as corn, potato wedges, sweet
potato, shrimp, or crab. The super-deluxe "Grand Prix" at Mr. Pizza has Cajun shrimp, bell
peppers, olives, and mushrooms on one side, and potato wedges, bacon, crushed tortilla
chips, and sour cream on the other side. Its potato mousse-filled cookie dough crust is
sprinkled with sunflower seeds, pumpkin seeds, and raisins, and can be dipped in a blueberry
sauce that is provided.
Traditional Italian-style thin-crust pizza is served in the many Italian restaurants in Seoul and
other major cities. North Korea's first pizzeria opened in its capital Pyongyang in 2009.
Pizza restaurants in Malaysia include Domino's, Pizza Hut, Papa John's, Jom Pizza, and Sure
Mexican pizza is a pizza made with ingredients typical of Mexican cuisine. The Mexican
pizza is not Mexican in origin, but is a regionally modified cuisine of Italian pizza. This type
of pizza is called "Mexicana" by adding Mexican toppings. The usual toppings that can be
found throughout Mexico are chorizo, jalapeño pepper slices, grilled or
fried onions, tomato, chile, hominy, shrimp, avocado, and sometimes beef, bell
peppers, tripas or scallop. This pizza has the usual marinara sauce or white
sauce and mozzarella cheese. Variations, substituting pepper jack cheese or Oaxaca
cheese for mozzarella, are also popular. A Mexican pizza is offered by Taco Bell fast food
restaurant in most locations in North America.
Pizza is becoming more popular as a fast food in the urban areas of Nepal, particularly in the
capital city, Kathmandu. There are a number of restaurants that serve pizzas in Kathmandu.
With the opening of a number of international pizza brands, the popularity as well as
consumption has markedly increased in recent times.
The Norwegians eat most pizza in the world according to a survey by ACNielsen 2004,
5,4 kg/year per capita. 50 million frozen pizzas were sold that year, with consumption being
22,000 tons of frozen pizza, 15,000 tons of home-baked and 13,000 tons of restaurant-made
The first pizzerias opened up in Karachi and Islamabad in the late 1980s, with Pappasallis
serving pizza in Islamabad since 1990. Pizza has gained a measure of popularity in the
eastern regions of Pakistan—namely, the provinces of Sindh, Punjab, and Azad Kashmir, as
well as the autonomous territory of Gilgit-Baltistan. Pizza has not penetrated into western
Pakistan; of the remaining provinces and territories of Pakistan, only one (Khyber
Pakhtunkhwa) has seen much of the dish, in the form of a single Pizza Hut in Peshawar. In
the regions where pizza is known, spicy chicken and sausage-based pizzas are very popular,
as they cater to the local palate.
Pizza arrived in Sweden with Italian guest workers and became popular around 1970.
Swedish pizza is mainly of the Neapolitan type and most pizzerias in Sweden have pizzas
Margherita, Capricciosa and Quattro Stagioni at the top of the menu, although with altered
recipes. For example, a Swedish Margherita uses Swedish hard cheese instead of mozzarella
and dried oregano instead of fresh basil. The Swedish pizza has been developed with lots of
inventions and styles, creating a tradition distinct from the Italian one, although some names
may coincide. Occasionally pizzerias offer "Italian pizza" imitating Italian recipes in addition
to the Swedish ones.
A typical Swedish pizzeria offers 40-50 different named varieties in the menu, even up to
100, and personal modifications are offered. Besides, many pizzerias also
serve salads, lasagne, kebab and hamburgers, especially if there is a facility to sit and eat.
Italian style restaurants often combine a restaurant menu with a pizza menu.
Some popular varieties common in most of Sweden, mostly with the same name, all
having tomato sauce and cheese to start with and additional toppings:
Capricciosa: mushrooms, ham
Quattro Stagioni: ham, shrimps, (mussels), mushrooms, artichoke
Vegetariana: mushrooms, onion, (pineapple), (artichoke), (asparagus), (paprika)
Marinara: shrimps, mussels
Frutti di mare: tuna, shrimps, mussels
Napolitana: anchovies, olives, capers
Hawaii: ham, pineapple
Ciao-ciao (folded): beef, garlic, (onion)
Calzone (folded): ham
Bolognese: minced meat, onion, (fresh tomato)
Africana: ham/beef/chicken, banana, pineapple, onion, curry powder
Kebabpizza: döner kebab, onion, green peperoncini, (kebab sauce poured over after
Mexicana: various recipes with minced beef, jalapeños, onion, spicy sauce and other hot
Varieties with filet of beef or pork and sauce béarnaise and onion
One of the most popular types of pizza in Sweden since the 1990s is kebab-pizza, and a song
in the Swedish Eurovision song contest 2008 was "Kebabpizza slivovitza". The invention
ought to be a result of the common tendency of pizza bakers to create their own flagship
compositions and novel flavors, using whatever might be available in their kitchen. Since the
last years one can find pizza with fresh lettuce or chips (French fries) put on top after baking.
The amount of topping compared to the crust is rather high in international comparison.
The typical side order with Swedish pizza is a free "pizza salad", made with
shredded cabbage, coarse pepper and sometimes red paprika, slightly pickled (fermented)
in vinaigrette for a few days. In general, Swedish pizzerias are private enterprises and
not franchise, often owned as a family business by immigrants, but very seldom Italians. Of
international restaurant chains only Pizza Hut is well established, although Vapiano has a few
restaurants in Stockholm and Domino's have been trying to establish itself in southern
Sweden since 2008. Many pizzerias offer affordable (about 1-2 € total, or free with large
order) home delivery in less than 30 minutes and many are connected to an on-line ordering
service. The take-away price of one standard size (30 cm) pizza is 5 to 8 € depending on
topping, about the double for a "family pizza" of double size (weight), and about the half for
a "children's pizza" (mostly served in restaurants). Pizza has become a staple food in Sweden
(1,1 kg/year), although most people prepare their own food, as home cooking skills generally
are good, and is largely considered as an acceptable occasional fast food alternative to a
In 1905, the first pizza establishment in the United States was opened in New York's Little
Italy. Due to the wide influence of Italian immigrants in American culture, the U.S. has
developed regional forms of pizza, some bearing only a casual resemblance to the Italian
original. Chicago has its own style of a deep-dish pizza. Detroit also has its unique twice-
baked style, with cheese all the way to the edge of the crust, and New York City's thin crust
pizzas are well-known. St. Louis, Missouri uses thin crusts and rectangular slices in its local
pizzas, while New Haven-style pizza is a thin crust variety that does not include cheese
unless the customer asks for it as an additional topping.
Pizza is available frozen, as round traditional pizzas or in portion-size pieces. Methods have
been developed to overcome challenges such as preventing the sauce from combining with
the dough and producing a crust that can be frozen and reheated without becoming rigid.
Modified corn starch is commonly used as a moisture barrier between the sauce and crust.
Traditionally the dough is partially baked and other ingredients are also sometimes
precooked. There are frozen pizzas with raw ingredients and self-rising crusts. A form of
uncooked pizza is available from take and bake pizzerias. This pizza is created fresh using
raw ingredients, then sold to customers to bake in their own ovens or microwave ovens.
Another approach is using a fresh dough, sold with sauce and basic ingredients, to complete
before baking in oven.
Some mass-produced pizzas by food chains have been criticized as having an unhealthy
balance of ingredients. Pizza can be high in salt, fat and calories. There are concerns about
negative health effects.[
Food chains, such as Pizza Hut, have come under criticism for the
high salt content of some of their meals, which were found to contain more than twice the
daily recommended amount of salt for an adult.
Some studies have linked consumption of the antioxidant lycopene, which exists in tomato
products that are often used on pizza, as having a beneficial health effect. European nutrition
research on the eating habits of people with cancer of the mouth, esophagus, throat or colon
showed those who ate pizza at least once a week had less chance of developing cancer. Dr
Silvano Gallus, of the Mario Negri Institute for Pharmaceutical Research in Milan, attributed
it to lycopene, an antioxidant chemical in tomatoes, which is thought to offer some
protection against cancer. Carlo La Vecchia, a Milan-based epidemiologist said, "Pizza could
simply be indicative of a lifestyle and food habits, in other words the Italian version of a
Mediterranean diet." A traditional Mediterranean diet is rich in olive oil, fiber, vegetables,
fruit, flour, and freshly cooked food
INTRODUCTION ABOUT INDUSTRY
In 1960, Tom Monaghan and his brother, James, purchased Dominick’s, a small pizza store
in Ypsilanti, Michigan, near Eastern Michigan University. The deal was secured by a $75
down payment and the brothers borrowed $900 to pay for the store. Eight months later, James
traded his half of the business to Tom for a used Volkswagen Beetle. In 1965, Monaghan
renamed the business Domino's Pizza, Inc. In 1967, the first Domino's Pizza franchise store
opened in Ypsilanti. The company logo was originally planned to add a new dot with the
addition of every new store, but this idea quickly faded, as Domino's experienced rapid
growth. The three dots represent the stores that were open in 1969. Reflecting Domino's
growth, the company had expanded to 200 stores by 1978. In 1975, Domino's faced a lawsuit
by Amstar Corporation, the maker of Domino Sugar, alleging trademark infringement and
unfair competition. On May 2, 1980, the Fifth Circuit Court of Appeals in New
Orleans found in favor of Domino's Pizza.
INTRODUCTION ABOUT COMPANY
Domino’s Pizza, is an international pizza delivery corporation headquartered in Michigan,
United states Founded in 1960, Domino’s is the second largest pizza chain in United states
and has nearly 9,000 corporate and franchised stores in 60 international markets and all 50
U.S. states. The menu features pizza, pasta, oven-baked sandwiches, wings, boneless chicken,
salads, breadsticks, cheesestickes, and a variety of desserts items.
Domino’s pizza entered in Spanish market in 2009, entering directly through buying all the
pizza hut franchises, so in one quick movement, Domino’s pizza gained a significant market
share in Spain.
TYPES OF PIZZAS
How many pizza types are there in the world? The real answer will remain a mystery as there
are thousands of pizza types and many more combinations to experiment with. Pizza stores
world over offer a wide variety of pizza types. Vegetarian pizzas, margherita pizzas, deluxe
veggies, cheese & tomato, etc are some of the popular pizza types that are favorites among
the foodies. The cheese crust pizza is also a very popular pizza type.
Apart from these, there are also several non veg pizza types on the meny. The barbeque
chicken pizza, spicy chicken pizza, non veg extravaganza, etc are some of the most popular
non veg pizza types. Many pizza stores include some toppings that are popular in the local
cuisine, and these local pizza types include the Peppy Paneer pizza, kheema do pyaaza, etc.
Pizzas can be classified into different pizza types based on how they are made –
Brick oven pizza – the wood fired brick oven pizza type is the traditional method of
making pizzas and gives a special flavour to it.
Chicago style – This is a deep dish pizza type, which was invented in Chicago. Lots
of cheese is the signature style of this pizza.
French break pizza – This pizza type contains French bread cut in half and topped
with pizza toppings
Italian pizza – an oven baked, flat, round pizza type with tomato and cheese. The
New York style pizza – this pizza type is known for its thin wide slices. These pizzas
are larger, light on sauce and take much longer to cook.
Pizzas can also be classified into different pizza types based on the crust –
Thin-crust pizza – A type of pizza which has a thin, crispy crust.
Thick crust pizza - A pizza with a thick crust. The dough is left to rise in the baking
process to result in this bread-like crust type of pizza.
Pan pizza – A pizza type with a thicker crust than any other, with a wide variety of
Cheese crust pizza – what we call at Domino’s pizza as the Cheese burst pizza, it is
the yummiest type of pizza crust which has cheese stuffed inside it.
The current Domino's menu features a variety of Italian-American entrees and side dishes.
Pizza is the primary focus, with traditional, specialty, and custom pizzas available in a variety
of crust styles and toppings. In 2011, Domino's launched artisan-style pizzas. Additional
entrees include pasta, bread bowls, and oven-baked sandwiches. The menu offers chicken
side dishes, breadsticks, as well as beverages and desserts.
From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative
to other fast food restaurants, to ensure efficiency of delivery. Historically, Domino's menu
consisted solely of one pizza in two sizes (12-inch and 16-inch), 11 toppings, and Coca-Cola
as the only soft drink option.
The first menu expansion occurred in 1989, with the debut of Domino's deep dish
or pan pizza. Its introduction followed market research showing that 40% of pizza customers
preferred thick crusts. The new product launch cost approximately $25 million, of which $15
million was spent on new sheet metal pans with perforated bottoms.Domino's started testing
extra-large size pizzas in early 1993, starting with the 30-slice, yard-long "The Dominator".
Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken
Kickers, as an alternative to Buffalo Wings, in August 2002. The breaded, baked, white-meat
fillets, similar to chicken fingers, are packaged in a custom-designed box with two types of
sauce to "heat up" and "cool down" the chicken.
In August 2003, Domino's announced its first new pizza since January 2000, the Philly
Cheese Steak Pizza. The product launch also marked the beginning of a partnership with
the National Cattlemen's Beef Association, whose beef Check-Off logo appeared in related
advertising. Domino's continued its move toward specialty pizzas in 2006, with the
introduction of its Brooklyn Style Pizza, featuring a thinner crust, cornmeal baked in to add
crispness, and larger slices that could be folded in the style of traditional New York-style
In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked
sandwiches in four styles, intended to compete with Subway's toasted submarine sandwiches.
Early marketing for the sandwiches made varied references to its competition, such as
offering free sandwiches to customers named "Jared," a reference to Subway's spokesman of
the same name.
The company introduced its American Legends line of specialty pizzas in 2009, featuring
40% more cheese than the company's regular pizzas, along with a greater variety of
toppings. That same year, Domino's began selling its BreadBowl Pasta entree, a lightly
seasoned bread bowl baked with pasta inside, and the Lava Crunch Cake dessert, composed
of a crunchy chocolate shell filled with warm fudge. Domino's promoted the dessert by flying
in 1,000 cakes to deliver at Hoffstadt Bluffs Visitor Center near Mount St
Helens in Washington State.
In 2010, shortly after the company's 50th anniversary, Domino's changed its pizza recipe
"from the crust up", making significant changes in the dough, sauce, and cheese used in their
pizzas. Their advertising campaign admitted to earlier problems with the public perception of
Domino's product due to taste issues.
After a stock low point in late 2009, the company's stock had grown 233 percent by late
2011. Even as the American economy has suffered and unemployment has risen, Domino's
has seen its sales rise dramatically through its efforts to rebrand and retool its pizza.
Domino's serves Coca-Cola products and is the only "Big Four" pizza chain to do so.
Rivals Papa John's Pizza and Little Caesars sold Coca-Cola in the past, but both switched to
Pepsi in 2012 and 2007, respectively. Pizza Hut, due to its previous ownership by PepsiCo,
has a lifetime contract to sell Pepsi products. Domino's Pizza in Mexico switched to Pepsi in
November 2012 and Domino's Pizza in Pakistan is with Pepsi as well.
In September 2012, Domino's announced it was going to roll out a pan pizza on September
24, 2012. Following this move, the Deep Dish pizza was discontinued after 23 years of being
on the menu.
In December 2013, Domino's Pizza, in Israel, unveiled its first vegan pizza, which uses a soy-
based cheese substitute.
Domino's management is led by J. Patrick Doyle, CEO from March 2010, formerly president
of Domino's USA. Previous chief executive David Brandon, made the athletic director of
the University of Michigan in January 2010, remains chairman. Among 11 executive vice
presidents are Michael Lawton, CFO; Steve Akinboro, Team USA; Scott Hinshaw, Franchise
Operations and Development; and Kenneth Rollin, General Counsel. Domino's operations are
overseen by a board of directors led by Brandon. Other members of the board are Andrew
Balson, Diana Cantor, Mark Nunnelly, Robert Rosenberg and Bud Hamilton.
In 2001, Domino's launched a two-year national partnership with the Make-A-Wish
Foundation of America. That same year, company stores in New York City and Washington
D.C. provided more than 12,000 pizzas to relief workers following the September 11
attacks on the World Trade Center andThe Pentagon. Through a matching funds program, the
corporation donated $350,000 to the American Red Cross' disaster relief effort. In 2004,
Domino's began a partnership with St. Jude Children's Research Hospital, participating in the
hospital's "Thanks and Giving" campaign since the campaign began in 2004, and raising
more than $1.3 million in 2006.
ADVERTISING AND SPONSORSHIP
In the 1980s, Domino's Pizza was well known for its advertisements featuring the Noid. That
concept was created by Group 243 Inc. who then hired Will Vinton Studios to produce the
television commercials that they created. The catchphrase associated with the commercials
was "Avoid the Noid."
Due to a glitch on the Domino's website, the company gave away nearly 11,000 free medium
pizzas in March 2009. The company had planned the campaign for December 2008 but
dropped the idea and never promoted it. The code was never deactivated though and resulted
in the free giveaway of the pizzas across the United States after someone discovered the
promotion on the website by typing in the word "bailout" as the promotion code and then
shared it with others on the Internet. Domino's deactivated the code on the morning of March
31, 2009 and promised to reimburse store owners for the pizzas.
Domino's sponsored CART's Doug Shierson Racing, which was driven by Arie
Luyendyk and won the 1990 Indianapolis 500. In 2003, Domino's teamed up with NASCAR
for a multi-year partnership to become the "Official Pizza of NASCAR." Domino's also
sponsored Michael Waltrip Racing and driverDavid Reutimann during the 2007 season in
the NASCAR Sprint Cup Series.
Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas
within 30 minutes of placing an order or they would receive the pizzas free. The guarantee
was reduced to $3 off in the mid 1980s. In 1992, the company settled a lawsuit brought by the
family of an Indiana woman who had been killed by a Domino's delivery driver, paying the
family $2.8 million. In another 1993 lawsuit, brought by a woman who was injured when a
Domino's delivery driver ran a red light and collided with her vehicle, the woman was
awarded nearly $80 million, but accepted a payout of $15 million. The guarantee was
dropped that same year because of the "public perception of reckless driving and
irresponsibility", according to then-CEO Tom Monaghan.
In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes", alluding to
the earlier pledge but stopping short of promising delivery in a half hour.
The company continues to offer the 30 minute guarantee for orders placed in its stores
situated in Colombia, India, Vietnam, and Turkey.
In Malaysia and Singapore, a refund is instead substituted with a "Free Regular Pizza
In India, the guarantee is for ₹300 ($5) and is valid for an order of less than 4 pizzas.
Methodology is the systematic, theoretical analysis of the methods applied to a field of study,
or the theoretical analysis of the body of methods and principles associated with a branch of
knowledge. It, typically, encompasses concepts such as paradigm, theoretical model, phases
and quantitative or qualitative techniques.
A methodology does not set out to provide solutions but offers the theoretical underpinning
for understanding which method, set of methods or so called ―best practices‖ can be applied
to a specific case.
It has been defined also as follows:
1. "The analysis of the principles of methods, rules, and postulates employed by a
2. "The systematic study of methods that are, can be, or have been applied within a
3. "The study or description of methods".
To observe the satisfaction level at Domino’s and how it can improve its strategies in
future to gain more customer attention.
Critically analyze the Brand strength and perception of Domino’s.
Factor influencing the strength of Domino’s.
To find out the areas of improvement in future prospect of Domino’s.
To know the satisfaction level of the customers of Domino’s.
To spread the awareness of Donimo’s among the people.
To study the consumer perception of Domino’s.
―A research Design is the arrangement of condition for collecting and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in
EXPLORATORY RESEARCH STUDIES
Exploratory research studies are also termed as formulative research studies. The main
purpose of such studies is that of formulating a problem of more precise investigation or of
developing the working hypothesis from an operational point of view. The major emphasis in
studies is on the discovery of Ideas and Insights.
A statistical method of drawing representative data by selecting people because of the
ease of their volunteering or selecting units because of their availability or
easy access. The advantages of this type of sampling are the availability and the
quickness with which data can be gathered. The disadvantages are the risk that
the sample might not represent the population as a whole, and it might be biased by
Primary data are those which are collected fresh and for the 1st
time. Questionnaire survey
has been used as the Primary data. 30 questionnaire has been used and filled by different
people between age group of 15 -30.
Secondary data are those which have been collected by someone else already and which have
been through statistical process. Information gathered from Internet, magazines, Domino’s
etc is the secondary data in this project.
LIMITATIONS OF THE RESEARCH
Only a single method of collecting the data has been used i.e. questionnaire method.
Limited Resources material- all the material used and resources available were very
limited and hence due to this research would not reach to expected returns.
Not free from biasness: this research only focused to those who have enough
knowledge about the matter and ignores those who unaware of the strategies
Resorted in secondary data
Limited area of conduct- research conducted only in limited areas because of time
Q.1) Are you satisfied with the services that are provided by Domino’s?
Options No. of
Yes 138 64%
No 72 36%
From the above survey we get to know about that there are around 64% people
says that they are satisfied with the services that are provided by Domino’s, and
only 36% says that they were not satisfied.
Q2) Are you satisfied by the Menu of Domino’s?
Options No. of respondant Percentages(%)
Yes 116 58%
No 52 26%
Improve 32 16%
Above result shows that 58% of people were satisfied by the menu of Domino’s. Many of
them were not satisfied also and 16% of them says it should be improved.
Q3 ) Is there any requirement to add a new product in the menu of
Options No. of Respondants Percentages(%)
Yes 40 20%
No 50 25%
A bit 80 40%
Much more 30 15%
According to the survey, around 40% people says that there must be some addition of a new
product in the menu of Domino’s. After that some says oviously there must be an addition.
Q.4) How do you often visit Domino’s?
Options No. of respondants Percentages(%)
Alternatives days 36 18%
Weekly 64 32%
After 2 weeks 92 46%
Rarely 8 4%
Analysis of above question shows that most consumer visit Domino’s after two
week which is not very rare .
Frequency of visit to Domino's
after 2 week
Q5) Are you satisfied with the hygiene factors of Domino’s?
Option No. of respondents Percentages(%)
No 28 14%
Yes 46 23%
Improve 96 48%
Perfect 30 15%
Many of the customers says that they were satisfied with the hygiene factor of Domino’s.
Even 48% of customers says they must improve and least says it is perfect.
Q.6) which of the following must be added to the Domino’s?
Options No. of respondent Percentages(%)
Music 70 35%
Lightening 20 10%
Table delivery 50 25%
Couch system 60 30%
From the above survey, it is concluded that 35 % of people wanted to have a
loud music system at Domino’s for more comfort. Whereas 30% says there
should be couch system so that they can relax themselves.
Q7) How can we differentiate ourselves to best combat competition?
Options No. of respondents Percentages(%)
Reducing price 40 20%
Increase variety 70 35%
Organize event 60 30%
Discount vouchers 30 15%
From the above survey, it is concluded that 35% says that Domino’s can differentiate itself by
increasing variety of the products , 20% says not present by reducing price and others by
organize events and discount vouchers.
Q8) Is price of every product should be reduced?
Options No. of respondent Percentages(%)
Yes 40 20%
No 120 60%
Cant say 40 20%
Out of the people, 60% says that there will be no change in the price of different varieties of
Domino’s. Even 20% says there must be a change in prices.
Q9) On a scale of 1 to 5 rate the overall experience at Domino’s?
Ranking No. of respondents Percentages(%)
Rank-1 10 5%
Rank-2 16 8%
Rank-3 36 18%
Rank-4 48 24%
Rank-5 90 45%
From the survey at last we get is around 45% of customers thinks that Domino’s stands at the
no.1 positions means on the rank 5 and around 24% thought it is on the 2nd
position that is on
rank and others think it stand at 3rd
Q.10) Do you feel satisfied with the quality standards of Domino’s?
Options No. of respondents Percentage (%)
yes 52 26%
No 44 22%
A bit 80 40%
much more 24 12%
According to the survey, around 40% people says that they are a bit satisfied
with the quality standards of Domino’s. After that 26% says they are fully
satisfied whereas 12% are not satisfied at all.
Q.11) What method should be adopted by Domino’s for selling their
services or product to consumers?
Methods No. of Respondents Percentages(%)
Direct personal selling 34 17%
Direct online sale 70 35%
Indirect through channels 96 48%
Out of the people surveyed, 48% out of them say that Domino’s should go for
advertising through indirect channels, 35% people prefer that they should go for
direct personal selling and 17% people feels that they should go for direct online
direct personal sellings
direct online sale
indirect through channels
Q.12) Which of the following do you prefer the most?
Brands No. of respondants Percentages(%)
Pizza Hut 60 30%
Domino’s 70 35%
Papa John’s 40 20%
Little Caesars 30 15%
From the above survey, around 35% says they prefer Domino’s the most as compared
to other brands and 30% says they prefer Pizza Hut and at least they prefer Little
SUMMARY OF FINDINGS
Domino’s best serves the people between the age group of 18-26 years.
Most people who visit Domino’s are students or belongs to working class or are
Most people prefer Domino’s the most in case of pizzas.
Customer of Domino’s visit once in two weeks.
According to the surveys, Domino’s is the most preferable place to catch up with
friends and enjoy private time.
Most of the people spend between 150-500 rs. In Domino’s.
Domino’s is known the people without any advertising, people know about it through
their friends or themselves by seeing outlets.
Survey shows that most of the people are not aware about the marketing strategies
being adopted by Domino’s and those who know, some feel that these strategies
should be improved.
Most people spend around 1-2hrs in Domino’s.
It has been found in survey that most people feel that Pizza hut poses maximum
threat to Domino’s.
Most people have suggested that Domino’s should reduce the price of product to
Survey finds that Domino’s should adopt advertising as the preferable way of selling.
Domino’s should reduce prices to survive competition.
Domino’s should advertise in order to let more and more people know about it and
increase its sellings.
Since it caters to youngster, it is recommended to keep the ambience and music of
their taste to best serve them so that they spend more time and money than they spend
Domino’s should increase its outlets keeping in mind the customer’s convenience
Domino’s should work upon its marketing strategies where it is lagging behind
Domino’s should increase its menu variety if it intends to increase their target
Domino’s should go for music or lounge café so as to meet the demand of people.
1)Which of the following do you prefer the most?
2)How do you often visit Domino’s?
2-3 Times a week
Once in a week
Once in Two week
3)Why do you go to Domino’s?
Only to have Pizza
To enjoy private time
Catch up with friends
For group activities
4)How much money do you spend in Domino’s?
500 and above
5)Through what source you came to know about Domino’s?
6)Do you know about the marketing strategies which are adopted by Domino’s?
If yes, according to you, should they improve it?
7)How much time do you spend at Domino’s?
Less than 60
Between 60 -90
More than 120
8) How can we differentiate ourselves to best combat competition?
Reduce price of our product
Give discount vouchers
9)Are you aware of the different ―format Domino’s is coming up with?