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Domino’s Pizza Case Study By: Craig Carbonneau

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Solution 1: Convenience <ul><li>Domino’s has always been a company who based its offerings on convenience. </li></ul><ul><li>The old famous deal of “30 minutes or free” has become its trademark </li></ul><ul><li>With the new developments of a recipe and a complete flip of the pizza, it seems as though Domino’s is swaying away from convenience and moving towards flavor. </li></ul><ul><li>In doing so, Domino’s is trying to gain a competitive advantage over other companies by having both the convenience and flavor lovers on their side. </li></ul><ul><li>However keeping up the convenience and the new recipe could be costly and difficult </li></ul>

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Solution 2: Both <ul><li>Domino’s could implement the new flavor and also keep the 30 minutes or less bargain guarantee </li></ul><ul><li>This would put a whole new spin on the Domino’s name </li></ul><ul><li>Making them not only synonymous with great service but also with great pizza </li></ul><ul><li>While it may be costly and difficult this solution could amount to large profit in sales at the beginning of the process </li></ul><ul><li>If done correctly it could reward Domino’s with a large amount of revenue in the long run as well </li></ul>

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Convenience VS Flavor <ul><li>Convenience </li></ul><ul><li>30 minutes or free </li></ul><ul><li>Benchmark of the Domino’s company </li></ul><ul><li>Has been domino’s famous promise since the 1980’s </li></ul><ul><li>Targets the market who is interested in a speedy delivery </li></ul><ul><ul><li>Also targets those looking for a trustworthy pizza company </li></ul></ul><ul><ul><li>Throws in the idea of a small-town business who cares about its customers </li></ul></ul><ul><li>Flavor </li></ul><ul><li>The sole most important marketing gift a pizza company can have </li></ul><ul><li>Endless comparisons and marketing schemes will come with it </li></ul><ul><li>Domino’s flavor can win back customers who may have jumped ship </li></ul><ul><li>Gives customers in certain demographics with Domino’s nearby a reason to try their pizza </li></ul><ul><li>Targets the so-called pizza connoisseur </li></ul><ul><ul><li>Puts taste and quality over everything </li></ul></ul><ul><ul><li>Promotes a company who is confident and who’s pizza is delicious </li></ul></ul>

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Pros and Cons of Both <ul><li>Pros </li></ul><ul><li>Getting the attention of the customer </li></ul><ul><li>Simply improving the taste of the pizza </li></ul><ul><li>Larger marketing schemes to gain attention </li></ul><ul><li>Sympathy </li></ul><ul><ul><li>Consumers feel bad for the incoming CEO and current Domino’s and respect them for owning up to their “bad” pizza </li></ul></ul><ul><li>Money-back guarantee </li></ul><ul><ul><li>Goes dually with the 30 minutes or free money back guarantee </li></ul></ul><ul><ul><li>Promotes credibility </li></ul></ul><ul><ul><ul><ul><li>Competitive Advantage </li></ul></ul></ul></ul><ul><li>Cons </li></ul><ul><li>Risky advertising that could very well backfire </li></ul><ul><li>Honesty could lead to ridicule </li></ul><ul><li>Throwing one’s self under the bus can lead to issues </li></ul><ul><li>Negative image </li></ul><ul><ul><li>Poor public relations </li></ul></ul><ul><li>Poor service could lead to money back guarantees fulfilled more often </li></ul><ul><ul><li>due to two different guarantees now available to exploit </li></ul></ul>

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Solution <ul><li>Both the convenience and new pizza together would make for a great solution </li></ul><ul><li>The break-even that could be obtained with this would succeed over the previous pizza recipe </li></ul><ul><li>With an entirely new recipe the company could feed off a new image and could put out advertisements and propaganda to get people to try their new pizza and hopefully win them over. </li></ul>