Domino's report

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Domino's report

  1. 1. 1 PROJECT REPORT ON CONSUMER SATISFACTION WITH DOMINO’S PRESENTED BY: AYUSH GUPTA NITESH VIDRANI MONIKA GARG HIMANSHU JAIN MANAV GARG UDHAV GUPTA RAHUL THAKUR
  2. 2. 2 CONTENT CHAPTER 1: INTRODUCTION ABOUT INDUSTRY SECTOR TYPE OF INDUSTRY PIZZA INDUSTRY o TYPES OF PIZZAS o HEALTH MATTERS CHAPTER 2: DOMINO’S INTRODUCTION OF INDUSRTY INTRODUCTION OF COMPANY TYPE OF PIZZAS MENU BREVERAGE CORPORATE GOVERNANCE ADVERTISMENT AND SPONSARSHIP CHAPTER 3: RESEARCH METHEDOLOGY RESEARCH OBJECTIVE RESEARCH DESIGN SAMPLING TECHNIQUE SAMPLE SIZE DATA COLLECTION LIMITATION OF STUDY CHAPTER 4: DATA ANALYSIS AND INTERPRETATION CHAPTER 5: FINDINGS CHAPTER 6: RECOMMENDATION CHAPTER 7: ANNEXURE CHAPTER 8: BIBLIOGRAPHY
  3. 3. 3 CHAPTER 1 INTRODUCTION
  4. 4. 4 GENERAL INTRODUCTION SERVICE SECTOR 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 network HOSPITALITY INDUSTRY 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
  5. 5. 5 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 information’s. 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.
  6. 6. 6 PIZZA INDUSTRY 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 the country. 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 pizza.
  7. 7. 7 TYPES OF PIZZAS ITALY 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 Europe.
  8. 8. 8 Lazio 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 three. 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. AUSTRALIA 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
  9. 9. 9 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. INDIA 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. BANGLADESH 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.
  10. 10. 10 BRAZIL 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. ISRAEL 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
  11. 11. 11 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 cultures. JAPAN 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). KOREA 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. MALAYSIA Pizza restaurants in Malaysia include Domino's, Pizza Hut, Papa John's, Jom Pizza, and Sure Pizza.
  12. 12. 12 MEXICO 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. NEPAL 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. NORWAY 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 pizzas. PAKISTAN 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.
  13. 13. 13 SWEDEN 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 baking)
  14. 14. 14 Mexicana: various recipes with minced beef, jalapeños, onion, spicy sauce and other hot ingredients 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 proper meal. UNITED STATES 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. FROZEN VERSION 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.
  15. 15. 15 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. HEALTH MATTERS Detriments 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. Benefits 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
  16. 16. 16 CHAPTER 2 DOMINO’S 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
  17. 17. 17 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.
  18. 18. 18 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 original pizza. 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 toppings 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. MENU
  19. 19. 19 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 pizza. 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.
  20. 20. 20 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. BEVERAGES 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. CORPORATE GOVERNANCE
  21. 21. 21 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. CHARITABLE ACTIVITIES 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
  22. 22. 22 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. 30-MINUTE GUARANTEE 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 Voucher". In India, the guarantee is for ₹300 ($5) and is valid for an order of less than 4 pizzas.
  23. 23. 23 CHAPTER 3 RESEARCH METHODOLOGY
  24. 24. 24 RESEARCH METHODOLOGY 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 discipline". 2. "The systematic study of methods that are, can be, or have been applied within a discipline". 3. "The study or description of methods". RESEARCH OBJECTIVES 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. RESEARCH DESIGN ―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 procedure.‖
  25. 25. 25 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. SAMPLING TECHNIQUES CONVENIENCE SAMPLING 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 volunteers. SAMPLING SIZE 30 DATA COLLECTION PRIMARY DATA 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 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.
  26. 26. 26 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 limit.
  27. 27. 27 CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
  28. 28. 28 Q.1) Are you satisfied with the services that are provided by Domino’s? Options No. of respondents Percentage(%) Yes 138 64% No 72 36% Interpretation: 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. 64% 36% services provide yes no
  29. 29. 29 Q2) Are you satisfied by the Menu of Domino’s? Options No. of respondant Percentages(%) Yes 116 58% No 52 26% Improve 32 16% Interpretation: 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. 58% 26%1.4 satifaction level yes no Improve
  30. 30. 30 Q3 ) Is there any requirement to add a new product in the menu of Domino’s? Options No. of Respondants Percentages(%) Yes 40 20% No 50 25% A bit 80 40% Much more 30 15% Interpretation: 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. 20% 25% 40% 15% Menu yes no a bit much more
  31. 31. 31 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% Interpretation: Analysis of above question shows that most consumer visit Domino’s after two week which is not very rare . 18% 32% 46% 4% Frequency of visit to Domino's alternative weekly after 2 week rarely
  32. 32. 32 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% Interpretation: 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. 14% 23% 48% 15% hygiene factor no yes improve perfect
  33. 33. 33 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% Interpretation: 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. 35% 10% 25% 30% services Music Lightening Table delivery Couch System
  34. 34. 34 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% Interpretation:- 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. 20% 35% 30% 15% differentiation reducing pricing Increase Price Organise Event Discount vouchers
  35. 35. 35 Q8) Is price of every product should be reduced? Options No. of respondent Percentages(%) Yes 40 20% No 120 60% Cant say 40 20% Interpretation: 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. 20% 60% 20% price reduction yes no cant say
  36. 36. 36 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% Interpretation: 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 4th rank and others think it stand at 3rd position. 5% 8% 18% 24% 45% rank rank-1 rank-2 rank-3 rank-4 rank-5
  37. 37. 37 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% Interpretation:- 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. 26% 22% 40% 12% qualities yes no a bit much more
  38. 38. 38 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% Interpretation: 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 sale. 17% 35% 48% Methods direct personal sellings direct online sale indirect through channels
  39. 39. 39 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% Interpretation: 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 caesar. 30% 35% 20% 15% Preferance Pizza Hut Domino’s Papa John’s Little Caesars
  40. 40. 40 CHAPTER 5 FINDINGS
  41. 41. 41 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 business owners. 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 combat competition Survey finds that Domino’s should adopt advertising as the preferable way of selling.
  42. 42. 42 CHAPTER 6 RECOMMENDATION
  43. 43. 43 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 currently. 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 audience. Domino’s should go for music or lounge café so as to meet the demand of people.
  44. 44. 44 CHAPTER 7 ANNEXURE
  45. 45. 45 Questionnaire: NAME: AGE: SEX: OCCUPATION: 1)Which of the following do you prefer the most? Pizza Hut Domino’s Papa John’s Little Caesars 2)How do you often visit Domino’s? 2-3 Times a week Once in a week Once in Two week Very rarely 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? Below 150 150-300 300-500 500 and above
  46. 46. 46 5)Through what source you came to know about Domino’s? Friends Internet Events Yourself 6)Do you know about the marketing strategies which are adopted by Domino’s? Yes No If yes, according to you, should they improve it? Yes No Can’t say 7)How much time do you spend at Domino’s? Less than 60 Between 60 -90 Between 90-120 More than 120
  47. 47. 47 8) How can we differentiate ourselves to best combat competition? Reduce price of our product Increase Variety Organise events Give discount vouchers 9)Are you aware of the different ―format Domino’s is coming up with? Yes No
  48. 48. 48 CHAPTER 8 BIBLOGRAPHY
  49. 49. 49 BOOKS: KOTHARI C.R,’’ Research Methodology‖ , WISHWA PRAKASHAN publishing Printing in India, FIFTH edition Banglore, Year 2007 KOTLER, PHILIP,” Marketing Management,‖, Prentice Hall, Printed in India, Ninth Edition, Year 2005 TOSHOWE, STANLEY, The Marketing Review- Café Retail, The India Chapter, SIXTH edition , Volume 86. NEWSPAPER AND MAGAZINES: Royality Development Management Expresss Food Eats WEBSITES: Investing.businessweek.com/research/stocks/…/snapshots.asp? www.yahoo.com www.scribd.com www.wikipedia.com www.encyclopedia.com www.domino’s.com

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