Domino’s Pizza

Domino’s Pizza was founded in Michigan, United States in 1960. The

founder is a man named Tom Monaghan. Tom partner with his brother and

named it as DomiNicks but a year later, Tom traded his Volkswagen Beetle car

for his brother’s share of the store and renamed it as Domino’s Pizza. The three

dots on the logo represent the three stores that Tom originally planned to open.

However, today there are more than eight thousand stores in over fifty countries

with other about two thousand franchisees. In Malaysia, the master franchise

holder of Domino’s Pizza is owned by Dommal Food Services Sdn Bhd. Till now,

Domino’s Pizza Malaysia has extends across to four major cities. There are

approximately thirty-nine stores with one thousand team members and delivering

to more than one million households. Domino’s Pizza has delivers more than one

million pizzas every day globally.

Vision

The vision of Domino’s Pizza is deliver unforgettable dining experiences to

families, friends and colleagues to make them happy. It also illustrates a

company of exceptional people on a mission to be the best pizza delivery

company in the world.

Mission Statement

The mission of Domino’s is to become the pizza specialist who can

constantly delight the customer with great taste and choices in pizza. Besides,

Domino’s has to provide prompt delivery service in a friendly and courteous

manner. However, according to the Domino’s Vision and Guiding Principles, the
mission including these statements which is “Our people come first” and “We

take good care of our customers” by placing team member and customer safety

and security above all other concerns and “We operate with smart hustle and

positive energy” by build and maintain relationships that reward franchisees and

other partners for their contributions.

SWOT analysis of Domino’s Pizza

Strength

The world renowned delivery expert

The strength that Domino’s owned is they are the world renowned pizza

delivery experts which can deliver pizza in 30 minutes. If they fail to do so, they

promise to have a free pizza for their customers. This is an advantage that

Domino’s hold which beyond other fast food restaurant.

No extra delivery charges compare to others competitors

Domino’s does not put on any extra charges on their delivery service as it

means free delivery service. Unlike Pizza Hut, the main competitor of Domino’s,

there are RM 2 surcharge for delivery service.

Extra services and privileges

Moreover, Domino’s also provides online order and loyalty program for

their lovely customers. For example, Domino’s Express Card offers a Buy 1 Free

1 privilege for their loyal customer. Thus, Domino’s also given out many coupons

and vouchers for their customer. This can attract more customers prefer

Domino’s than Pizza Hut especially in this economy downturn period as people

would like to save more.

Weakness

Limited stores with dine-in service

One of the weaknesses in Domino’s is that there are limited stores and

only few stores that provide dine-in service in Malaysia. So, more stores should

put up dine-in service to compete with Pizza Hut.

Less variety and limited menu

Besides, Domino’s has a limited menu, there are less variety compare to

Pizza Hut. Moreover, Pizza Hut has two types of pizza which is supreme and

family favorites with different flavor however Domino’s only provides limited flavor

of pizza. Besides, Pizza Hut provides more combo meals and also serves with

baked rice compare to Domino’s. So, Domino’s should improve on their menu to

compete with others pizza restaurant.

Opportunity

Domino’s support on school program

In the year 2002, Domino’s has introduced the “Domino’s Supports

Schools” program, about forty-nine secondary and twenty-three primary schools

are involved in the program. Benefits worth ringgit Malaysia six hundred

thousand had been contributed from Domino’s to communities through this

program. By launching this program, Domino’s get to introduce their specialties in

pizza to the youngster.

Charity Meals
 Also, Domino’s donates pizzas to charity homes in Klang Valley, Johor

Bahru, Pulau Pinang and Seremban in every festival season. In the year 2006,

Domino’s had donated a sum of ringgit Malaysia seventeen thousand worth of

pizzas to around thirty-eight charity homes.

Threat

Competitors also provide delivery service

Threats that Domino’s facing is other fast food restaurant especially Pizza

Hut also provides delivery service. Although surcharges are incurred but Pizza

Hut has more outlets so the area that they deliver is wider compare to Domino’s

which has limited outlet and limited delivery area.

Frozen pizza

Furthermore, there are frozen pizzas in the market, so demand for

Domino’s may decrease. Frozen pizza is more convenient for those busy

workers and easy to make as it can do it yourself.

References

1. http://www.dominos.com.my

2. http://www.pizzahut.com.my

3. http://www.dominosbiz.com/

4. JC Campbell- http://www.helium.com/items/925132-company-profile-

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