2. Brief History
• Was founded with a single restaurant in 1960
• Currently recognized as a world leader in pizza delivery
• Currently operate 9,000 stores in 60 countries
• Travel 10 million miles every week delivering food
3. Integration Within The Global Market
• Dominos has done well to innovate their menu as a mean of
“increasing international interest and awareness”
• They have designed their menus to be highly accessible to a varity of
different languages and nationalities
5. Catering to Culture
• While pizza is enjoyed all over the world and throughout many
different cultures, some countries like to put a unique twist on the
now, internationally recognized dish.
• Some Include:
• Russia: Cold pizza with salmon
• Sweden: Bannanas, Peppers, Strawberries
6. Catering to International Taste
• Dominos menus are uniquely designed to cater to a wide varity of
different tastes and appetities depending on what country you are
from
• For example you can opt to select a more localized menu if you were
from China or Japan to see pizza possiblilites that are popular within
those areas (such as seafood pizza).
7. Cultural Awareness
• Quote: “The joy of pizza is that bread, sauce, and cheese works
fundamentally everywhere, except maybe China, where dairy wasn’t
a big part of their diet until lately” – Dominos CEO J. Patrick Doyle
8. Appropriate Globalization
1. Brands or messages that can be adapted for a visual appeal, avoiding the problems of trying to
translate words into dozens of languages.
2. Brands that are promoted with image campaigns that play to universal needs, values, and
emotions.
3. High-tech products and new products coming to the world for the first time, not steeped in the
cultural heritage of a country.
4. Products with nationalistic flavor if the country has a reputation in the field.
5. Products that appeal to a market segment with universally similar tastes, interests, needs, and
values.
9. Considering Dominos
1. Brands or messages that can be adapted for a visual appeal, avoiding the problems of trying to
translate words into dozens of languages.
2. Brands that are promoted with image campaigns that play to universal needs, values, and
emotions.
3. High-tech products and new products coming to the world for the first time, not steeped in the
cultural heritage of a country.
4. Products with nationalistic flavor if the country has a reputation in the field.
5. Products that appeal to a market segment with universally similar tastes, interests, needs, and
values.
