Domino’s PizzaCase StudyBy: Craig Carbonneau

Solution 1: Convenience• Domino’s has always been a company

who based its offerings on convenience.

• The old famous deal of “30 minutes or free” has become its trademark

• 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.

• 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.

• However keeping up the convenience and the new recipe could be costly and difficult

Solution 2: Both • Domino’s could implement the new

flavor and also keep the 30 minutes or less bargain guarantee

• This would put a whole new spin on the Domino’s name

• Making them not only synonymous with great service but also with great pizza

• While it may be costly and difficult this solution could amount to large profit in sales at the beginning of the process

• If done correctly it could reward Domino’s with a large amount of revenue in the long run as well

Convenience VS Flavor

Convenience• 30 minutes or free• Benchmark of the Domino’s

company• Has been domino’s famous

promise since the 1980’s• Targets the market who is

interested in a speedy delivery – Also targets those looking for a

trustworthy pizza company– Throws in the idea of a small-town

business who cares about its customers

Flavor• The sole most important marketing

gift a pizza company can have• Endless comparisons and marketing

schemes will come with it• Domino’s flavor can win back

customers who may have jumped ship

• Gives customers in certain demographics with Domino’s nearby a reason to try their pizza

• Targets the so-called pizza connoisseur

– Puts taste and quality over everything– Promotes a company who is confident and

who’s pizza is delicious

Pros and Cons of Both

Pros• Getting the attention of the customer

• Simply improving the taste of the pizza

• Larger marketing schemes to gain attention

• Sympathy– Consumers feel bad for the incoming CEO and

current Domino’s and respect them for owning up to their “bad” pizza

• Money-back guarantee– Goes dually with the 30 minutes or free money

back guarantee– Promotes credibility

• Competitive Advantage

Cons• Risky advertising that could very

well backfire• Honesty could lead to ridicule• Throwing one’s self under the bus

can lead to issues• Negative image

– Poor public relations

• Poor service could lead to money back guarantees fulfilled more often

– due to two different guarantees now available to exploit

Solution• Both the convenience and new pizza

together would make for a great solution

• The break-even that could be obtained with this would succeed over the previous pizza recipe

• 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.