IntroductionThis report on Domino's Pizza forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the pizza delivery firm has grown from one UK store in 1985 into a 500 plus store franchised business empire in 2008.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market

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Domino's Pizza (UK): Building from a platform of scale and
innovation to grow during recession
Published on March 2009
Report Summary
Introduction
This report on Domino's Pizza forms part of Datamonitor's case studies series, which explores business practices across a variety of
disciplines and business sectors. It looks at how the pizza delivery firm has grown from one UK store in 1985 into a 500 plus store
franchised business empire in 2008.
Reasons to Purchase
*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify specific areas for operational improvements
*Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of Content
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Domino's has an innovative approach to products and technology 2
Domino's ordering and technology gives it advantages over its rivals 4
Domino's financial performance in the UK has been improving consistently 5
Domino's advertising in the UK has been well-aligned with target audiences 7
Domino's has also experienced some bad PR in recent years 8
Domino's is planning to build on its success while it is in a strong position 8
Conclusions 9
APPENDIX 10
Case study series 10
Methodology 10
Secondary sources 10
Further reading 11
Ask the analyst 11
Datamonitor consulting 11
Disclaimer 11
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List of Tables
Table 1: Domino's UK sales and store numbers, 2003-2008 7
List of Figures
Figure 1: Domino's performs well in both product and service delivery attributes 3
Figure 2: Domino's offers more ordering channels than many of its rivals 4
Figure 3: Domino's share price is responding well to its commercial performance 6
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