A

PROJECT REPORT
ON

CUSTOMER PREFERENCE TOWARDS DOMINOS

PIZZA

SUBMITTED FOR THE PARTIAL FULLFILMENT OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

TO

INVERTIS UNIVERSITY,BAREILLY (U.P.)

SESSION 2014-2016
SUBMITTED TO:

SUBMITTED BY:

MR.SHAILESHWAR GHOSH

KOMALGUPTA
MBA IV SEM(SEC.A)
ROLL NO.1420103035

Certificate

TO WHOM IT MAY CONCERN

This is certify that Mr./Ms_____________________________student of BBA-V Sem.

In our institute has successfully completed his/her project work entitled
_______________________________________________________________________
For the partial fulfillment of the degree of Bachelor of Adminstration for the session 2014-15.
Dr.Rachna Saxena Name of Project Guide
(HOSD,BBA & b.Com Program)

OBJECTIVE

METHODOLOGY

RESEARCH METHODOLOGY

Meaning of research

THE ENTIRE PROCESS BY WHICH WE ATTEMPT TO SOLVE ANY OR A GIVEN

PROBLEM IS CALLED RESEARCH.RESEARCH INVOLVES A SERIES OF WELL THOUGHT EFFORTS
AND CAREFULLY EXECUTED ACTIVITIES THAT WILL ENABLE A MANGER TO KNOW HOW
ORGANISATIONAL PROBLEMS CAN BE SOLVED OR MINIMISED.

MEANING OF BUSINESS RESEARCH:

IT IS A SYSTMATIC AND ORGANISED EFFORT TO INVESTIGATE A SPECIFIC

PROBLEM ENCOUNTERED IN THE WORK SETTING, THAT NEEDS A SOLUTION.IT COMPRISES OF
SERIES OF STEPS DESIGNED AND EXECUTED WITH THE GOAL OF FINDING ANSWERS TO THE

PROBLEM FORMULATION:

ISSUES THAT ARE OF CONCERN TO THE MANAGER IN THE WORK ENVIRONMENT.

Marketing Problem:

To conduct a feasibility study for opening up a Domino's Pizza.

Marketing Research Problem

To understand the food habits and preferences of Customers through secondary data.

To estimate the potential market for a fast food joint like Domino's Pizza.

OBJECTIVES OF RESEARCH
The purpose of research is to discover answers to questions through the application
of scientific procedures. The main aim of research is to find out the truth which is
hidden and which has not been discovered as yet. Though each research study has
its own specific purpose but the research objectives can be listed into a number of
broad categories, as following:-

1. To gain familiarity with a phenomenon or to achieve new insights

into it.

Studies with this object in view are termed as exploratoryor formulative research
studies.
2. To portray accurately the characteristics of a particular individual, situation or a
group. Studies with this object in view are known as descriptive research studies.
3. To determine the frequency with which something occurs or with which it is
associated with something else. Studies with this object in view are known as
diagnostic research studies.

Data Source
The data can be collected from two sources, i.e. Primary and Secondary. I have
collected the entire data of this project on dominos pizza from SECONDARY
SOURCES like websites, books, newspapers and magazines.

Research Methodology involves research plan that has following

major steps:

1. Defining the Data Source

2. Research Approach

3. Data Analysis

1. Defining the Data Source

The data required for familiarizing with the role of fast food Sector, dominos
pizza as collected from the web sites and journals.

COMPANY PROFILE

COMPANY PROFILE

Domestic stores contribute between 4% to 5% of their retail sales to fund national marketing
and advertising campaigns advertising programs. It also contribute to market-level media
campaigns. These national and market-level funds are administered by Dominos National
Advertising

Fund

Inc.,

or

DNAF,

not-for-profit

advertising

subsidiary.

The funds remitted to DNAF are used primarily to purchase television advertising.
DNAF also provides cost-effective print materials to domestic stores for use in local
marketing that reinforce national branding strategy. In addition to the national and marketlevel advertising contributions, domestic stores spend additional amounts on local store
marketing, including targeted database mailings, saturation print mailings and community
involvement through school and civic organizations. Additionally, we may from time-to-time
partner

with

other

organizations

in

an

effort

to

promote

the

Dominos

Pizzabrand.Bycommunicating a common brand message at the national, local market and store
levels,

we

create and reinforce appowerful, consistent marketing message toconsumers. This is

evidenced by successful previous marketing campaign with the slogan Get the Door. Its
Dominos. and current marketing campaign with the slogan You Got 30 Minutes. Over
the past five years, it estimates that domestic stores have invested approximately $1.4 billion
on national, local and co-operative advertising.

Third-party suppliers

The active relationships of 15 years or more with more than half of major suppliers.
Suppliers are required to meet strict quality standards to ensure food safety. They review and
evaluate suppliers quality assurance programs through, among other actions, on-site visits,
third party audits and product evaluations to ensure compliance with standards. They believe that
the length and quality of relationships with suppliers provides them with priority service and
quality products at competitive prices.They currently purchase pizza cheese from a single
supplier. In 2007, the Company entered into a new arrangement with this supplier. Under this
arrangement, the supplier agreed to provide an uninterrupted supply of cheese and the
Company agreed to a five year pricing period during which it agreed to purchase all of its
primary pizza cheese for the Companys United States stores from this supplier or,alternatively,
pay to the supplier an amount reflecting any benefit previously received by the Company under
the new pricing terms.

Trademarks
It has many registered trademarks and service marks and believe that the Dominos mark and
Dominos Pizza names and logos have significant value and are important to business. Its
policy is to pursue registration of trademarks and to vigorously oppose the infringement of
any of its trademarks. It license the use of registered marks to franchisees throughfranchise
agreements.

Risk Factors

Risks relating to business and industry

1. The pizza category is highly competitive, and such competition could adversely affect
operating results.
2. If it fail to successfully implement growth strategy, which includes opening new domestic
and international stores, then ability to increase revenues and operating profits could be
adversely affected.
3. The food service market is affected by consumer preferences and perceptions. Changes in
these preferences and perceptions may lessen the demand for products, which would reduce
sales and harm business.
4. Increases in food, labor and other costs could adversely affect profitability and operating
results.
5. Not having long-term contracts with certain suppliers, and as a result they could seek to
significantly increase prices or fail to deliver.
6. Shortages or interruptions in the supply or delivery of fresh food products could adversely
affect operating results.
7. Any prolonged disruption in the operations of any of dough manufacturing and supply
chain centers could harm business.
8. Loss of key personnel or inability to attract and retain new qualified personnel could hurt
business and inhibit ability to operate and grow successfully.
9. International operations subject us to additional risk. Such risks and costs may differ in

each country in which we do business, and may cause profitability to decline due to increased
costs.
10. Fluctuations in the value of the U.S. dollar in relation to other currencies may lead to
lower revenues and earnings.
11.Earnings and business growth strategy depends on the success of franchisees, and may be
harmed by actions taken by franchisees that are outside of control.

STORE OPERATIONS

Dominos believe that its focused and proven store model provides a significant competitive
advantage relative to many of its competitors who focus on multiple components of the pizza
category, particularly dine-in. It has been focused on pizza delivery for 48 years. Because its
domestic stores and most of their international stores do not offer dine-in areas, they typically do
not require expensive real estate, are relatively small and are relatively inexpensive to build and
equip. Dominos stores also benefit from lower maintenance costs, as store assets have long lives
and updates are not frequently required. Dominos locate its stores strategically to facilitate timely
delivery service to its customers. The majority of domestic stores are located in populated areas
in or adjacent to large or mid-size cities, or on or near college campuses. Dominos use
geographic information software, which incorporates variables such as traffic volumes,
competitor locations, household demographics and visibility, to evaluate and identify potential
store locations and new markets.
Their simple and efficient operational processes, which they refined through continuous
improvement, include:

Production-oriented store designs

Dominos store is relatively small, occupying approximately 1,000 to 1,300 square feet, and is
designed with a focus on efficient and timely production of consistently high quality pizza for
delivery. The store layout has been refined over time to provide an efficient flow from order
taking to delivery. Its stores are primarily production facilities and, accordingly, do not typically
have a dine-in area.
Product and process innovations
Dominos 48 years of experience and innovative culture have resulted in numerous new product
and process developments that increase both quality and efficiency. These include its efficient,
vertically-integrated supply chain system, a sturdier corrugated pizza box and a mesh screen that
helps cook pizza crust more evenly. The Dominos HeatWave hot bag, which was introduced
in 1998, keeps pizzas hot during delivery. It also continue to introduce new products such as
Dominos Oven Baked Sandwiches, which launched in 2008. Additionally added a number of
complementary side items to menu such as buffalo wings, Dominos Buffalo Chicken Kickers,
bread sticks, cheesy bread and CinnaStix.
Focused menu
It maintains a focused menu that is designed to present an attractive, quality offering to
customers, while minimizing order errors, and expediting the order taking and food preparation
processes.
Its basic menu has three choices for pizza products:
Pizza type,
Pizza size

PRODUCTS
The current Domino's menu features a variety of Italian-American entrees and sides. Pizza is the
primary focus, with traditional, specialty and custom pizzas available in a variety of crust styles
and toppings. Additional entrees include pastabread bowls and oven-baked sandwiches. The
menu offers chicken side dishes, breadsticks and salads, as well as beverages and desserts.
From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative to
other fast food restaurants, to ensure efficiency of delivery. Historically, Domino's menu
consisted solely of one pizza in two sizes (12-inch and 16-inch), 11 toppings, and Coke as the
only soft drink option.
The first menu expansion occurred in 1989, with the debut of Domino's deep dish, or pan pizza.
Its introduction followed market research showing that 40% of American pizza customers
preferred thick crusts. The new product launch cost approximately $25 million, of which $15
million was spent on new sheet metal pans with perforated bottoms. Domino's started testing
extra-large size pizzas in early 1993, starting with the 30-slice, yard-long "The Dominator".
Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken Kickers,
as an alternative to Buffalo Wings, in August 2002. The breaded, baked, white-meat fillets,
similar to chicken tenders, are packaged in a custom-designed box with two types of sauce to
"heat up" and "cool down" the chicken.
In August 2003, Domino's announced its first new pizza since January 2000, the Philly Cheese
Steak Pizza. The product launch also marked the beginning of a partnership with the National

Cattlemen's Beef Association, whose beef Check-Off logo appeared in related advertising.
Dominos continued its move toward specialty pizzas in 2006, with the introduction of its
"Brooklyn Style Pizza", featuring a thinner crust, cornmeal baked in to add crispness, and larger
slices that could be folded in the style of traditional New York-style pizza.
In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked sandwiches
in four styles, intended to compete with Subway's toasted submarine sandwiches. Early
marketing for the sandwiches made varied references to its competition, such as offering free
sandwiches to customers named "Jared," a reference to Subway's spokesman of the same name.
The company introduced its American Legends line of specialty pizzas in 2009, featuring 40%
more cheese than the company's regular pizzas, along with a greater variety of toppings. That
same year, Domino's began selling its BreadBowl Pasta entree, a lightly seasoned bread bowl
baked with pasta inside,[35] and Lava Crunch Cake dessert, composed of a crunchy chocolate
shell filled with warm fudge. Domino's promoted the item by flying in 1,000 cakes to deliver at
Hoffstadt Bluffs Visitor Center near Mount St Helens.
In 2010, the company changed its pizza recipe "from the crust up", making significant changes in
the dough, sauce and cheese used in their pizzas. Their advertising campaign admitted to earlier
problems with the public perception of Domino's product due to issues of tale.

Efficient order taking, production and delivery

Each store executes an operational process that includes order taking, pizza preparation, cooking
(via automated, conveyor-driven ovens), boxing and delivery. The entire order taking and pizza

production process is designed for completion in approximately 12-15 minutes. These

operational processes are supplemented by an extensive employee training program designed to
ensure world-class quality and customer service. It is their priority to ensure that every Dominos
store operates in an efficient, consistent manner while maintaining their high standards of food
quality and team member safety.
Comprehensive store audit program
They utilize a comprehensive store audit program to ensure that their stores are meeting both
their stringent standards as well as the expectations of their customers. The audit program
focuses primarily on the quality of the pizza the store is producing, the customer service the store
is providing and the condition of the store as viewed by the customer. They believe that this store
audit program is an integral part of their strategy to maintain high standards in their stores.

BULK ORDERS:
Dominos Pizza Gwalior also takes bulk orders for its corporate customers as well as for any big
gathering. Any order can be placed 2 days in advance to avoid inconvenience. Payment can be
made in cash or by Cheques in favor of "Dominos Pizza India ltd". Dominos involves itself in
various community activities like blood donation campaign, clean up drive etc. They arrange for
different competition like painting, essay, junior pizza making etc at Their store level for
children. They also cater to different college functions/events depending upon its location.

HOUSEKEEPING OPERATIONS INSIDE THE RESTAURANT

For housekeeping Dominosgwalior use UT service, they provide proper check on cleanliness of
the restaurant; maintain cleanliness of the washroom etc.a.They make sure that all fittings are in
good working order. They check that all supplies such as toiletries & minibar stock have been
replenished. Ensuring that tables & other areas are cleaned & polished. Make sure that
furnishings & fittings including light fittings are clean & in good condition. Ensure windows are
cleaned regularly. They also told us that in housekeeping is also responsible for dcor, the
selection of furnishings & wall coverings being very important. Thousands of rupees are spent
on dcor & these decisions are not taken lightly. in housekeeping operations there is flexibility in
there restaurantMaintenance Housekeeping in the wet areas:Top to bottom, all corners and
edging is done on carpeted and non-carpeted floors. Everything ismoved on the counter, cleaned
behind it, the items cleaned and moved back. Not only are sinksmade to shine, but also all the
tight spaces that trap dirt are cleaned. The outsides, top to bottom,
Of all large appliances in the kitchen are cleaned. Light fixtures are dusted; windowsills,
baseboards, and other dusting in the kitchen are done. Kitchen cabinets are cleaned for

fingerprints and food spills that have occurred recently and can be recovered with wiping a wet
or damp cloth. The floor is edged for crumbs with a vacuum, then vacuumed thoroughly and
washed. Food that is stuck to a floor is not ignored. On an as-need-basis, the floor is washed by
hand around the edges.They can do the whole package pulling out a fridge or oven wiping them
clean and everything in between All of Their work is 100% guaranteed. If customers are not
happy with Dominos cleaning, simply call them within 24 hours. During summer seasons their
sales increases, Number of staff is more as compared to winter seasons Total number of staff is
around 35-40, Income per month is around 35 lakhs.

Equipment
Fresh and delicious pizza has always been a priority at Domino's Pizza. Domino's was the first to
use a fibre glass tray for dough, which simplified dough handling and ensured better
preservation. Domino's was the innovator behind the sturdy, corrugated pizza box, which
prevents moisture from making the box soggy and stops the cheese sticking to the top during
delivery. A delicious, crisp crust is one of the most important parts of the pizza. In search of the
perfect crust, Domino's developed the pizza screen, a mesh tray that helps cook the pizza base

moreEvenly than a tray made of wood or stainless steel. Today it's hard
to miss pizza delivery cars -thanks to Domino's Pizza. Domino's
invented the 3-D car-top sign, which is currently used by avariety of
industries, including taxis and driving schools.

LITERATURE REVEW

LITERATURE REVEW

HISTORY OF THE ORGANISATION AND OBJECTIVE

DOMINOS PIZZA

Dominos Pizza is the second largest franchised

pizza chain in the U.S.A., and the history of
Dominos Pizza is similar to its rival Pizza hut; two
brothers started it with borrowed equity in the
sixties. Tom and James Monaghan bought a small
Michigan Pizzeria called Dominick's, which was
jointly run by them until James traded his share for
a second hand car. Tom revitalized the image by
changing the name to DominosPizza .

Tom Monaghan, the founder of Domino's

Pizza, in his first restaurant somewhere
in the 1960s.

By the late seventies there were over 200 franchise pizza businesses in the States and Dominos
Pizza was ready to go International. In 1983 Dominos Pizza opened its doors in Winnipeg, and in
the same year opened its one thousandth store. Later that same year Domino's corporate history
was to begin in Australia with its first franchise in Brisbane, on the East coast.

The locations for Dominos Pizza grew quickly from here as they sprung up in all sorts of diverse
places including Bogot. Despite Domino's Pizza springing up diverse locations, they were still a
very traditional company. Domino's Pizza menu had been kept very simple and streamlined;
they only sold one type of pizza crust which they named the regular pizza. Domino's Pizza dough
was shaped by tossing the dough and pulling it into shape. The pizza menu included just two
sizes of dough, it was not until much later that competition forced them to add a medium and
extra large sized pizza. There were no such things as side orders you could have Pizza, pizza or
Pizza and you could only drink a Coke with it.
In 1989 the history of Domino's Pizza was to change when the Deep Pan pizza was introduced,
for the first time in twenty five years the company was being forced to react to market demand.
This move consolidated the financial base and ensured the growth of Domino's Pizza , as the
same year they opened their five thousandth store.
For many years the company had advertised that if the delivery of their pizzas took longer than
thirty minutes then the pizza would be delivered free. This was parodied by the Teenage Mutant
Ninja Turtles movie which specified the "pizza dude has 30 seconds" to complete the delivery.
The turtles pizza was late and they received a refund of $3 for "being two minutes late, dude!"
However the benefits to Domino Pizza was enormous as millions of kids were to hear the name
of Domino Pizza endorsed on celluloid.
By 1994 Dominos Pizza marketing policy widened as chicken wings were introduced to the
menu. At the same time the company hit the African continent as they opened a store in Egypt .
By 1996 Dominos Pizza website was launched and the company declared global sales of nearly
$3 billion.

Despite their reluctance to add a wider range menu they have as a company given the pizza
industry many innovations that have now become standard. The belt driven pizza oven was the
invention of Domino Pizza and they began using corrugated cardboard delivery boxes which
were very effective at holding the heat within the pizza during the delivery time. Ever mindful of
the fact that a cold pizza must be about the worst dining experience on earth Dominos pizza
introduced the "Heat Wave," a portable electrical bag system that keeps the pizza hot during
delivery.
By 1997 they had also had an internal modern facelift as their stores were all brightened up and
the company introduced a new logo. Domino Pizza continued to grow exponentially and in 1997
they opened seven stores in one day but on 5 different continents.

In 2004, Super Bowl Sunday was the most hectic

pizza delivery day of the year when Dominos Pizza
sold over a million pizzas, which was an increase of
42 percent on their normal Sunday trading volume.
As the company continues to grow so rapidly it is just
as well the practice of adding a dot onto the logo was
The Domino's Pizza Logo

discontinued after three outlets as Dominos Pizza

now has over seven thousand outlets globally.

DOMINOS PIZZA TIMELINE

1960s
Tom Monaghan and his brother James purchase "DomiNick's," a pizza store in Ypsilanti,
Michigan. Monaghan borrowed $500 to buy the store. James trades his half of the business to
Tom for a Volkswagen Beetle. Tom Monaghan is sole owner of company, and renames the
business "Domino's Pizza, Inc." The first Domino's Pizza franchise store opens in Ypsilanti,
Michigan.
1970s
Despite its high turnover, Domino's was $1.5 million in debt. By 1970, its creditors took action
and 200 lawsuits were filed against it. Monaghan lost control of the company to the banks, only
to have it returned to him 10 months later in worse condition than when they had taken it over.
Monaghan and his wife managed to salvage what was left of the company and once again took
off in pursuit of their dreams.
1980s
In 1983 the company celebrated the opening of its first international store in Winnipeg, Canada.
Domino's Pizza International, which Monaghan called the company's "hope for the future,"
became in part responsible for much of the company's later movement and growth. 1983 also
saw the opening of the company's 1000th store in Colorado Springs, Colorado. After a quarter of
a century of honing its pizza making and delivery systems, Domino's Pizza knew the pizza
delivery business. In 1985 tens of thousands of customers around the world showed their

confidence in the company by ordering 135 million pizzas during that year, an astonishing 69%
increase over the previous year's sales. By 1989 Domino's had opened its 5000th store.
1990s
Domino's Pizza signs its 1,000th franchise. Domino's rolls out Breadsticks, the company's first
national non-pizza menu item. Crunchy Thin Crust pizza is rolled out nationwide. The company
discontinues

the

30-minute

guarantee

and

re-emphasizes

the

Total

Satisfaction

Guarantee.Domino's Pizza International division opens its 1,000th store. First store opens on
African continent, in Cairo, Egypt. Domino's launches its web site on the Internet
(www.dominos.com). The company reaches record sales of $2.8 billion system-wide. Domino's
Pizza opens its 1,500th store outside the United States, opening seven stores in 1 day on 5
continents consecutively. Domino's Pizza launches a campaign to update the company logo and
store interior with brighter colors and a newer look.
2000s
Domino's Pizza International opens its 2,000th store outside the United States. Domino's Pizza
celebrates 40 years of delivering pizza and innovation to homes around the world. Domino's
7,000th store opens in Brooklyn, New York. Domino's launches long-term national partnership
with the Make-A-Wish Foundation. In February 2002, Domino's Pizza acquired 82 franchised
stores in the Phoenix, Ariz., market, making it the largest store acquisition in the company's
history. In August 2002, Domino's kicked delivery up a notch with the introduction of Domino's
Pizza Buffalo Chicken Kickers and marked the creation of a whole new surprising category premium chicken delivered right to the door!Domino's launches Domino's Cheesy Dots,
delicious round balls of dough covered in a blend of zesty melted cheeses. Domino's becomes an

associate sponsor for the Drive for Diversity program, a minority driver development program
designed to provide a steady pipeline of well trained and supported minority drivers for the
NASCAR circuit.Domino's Pizza, Inc., the recognized world leader in pizza delivery, begins
trading common stock on the New York Stock Exchange (NYSE) in July 2004, under the new
ticker symbol "DPZ." Domino's announces a three-year partnership with St. Jude Children's
Research Hospital. St. Jude was selected as Domino's "charity of choice" by franchisees and
team members.
2010
After years of languishing near the bottom of consumer taste perception studies,Domino's
proudly boasts its research-backed wins over Papa john,s and pizza Hut in a national taste test of
hand-tossed pepperoni pizza,sausage pizza and extra-cheese pizza chairman and CEO David
A.Brandon steps down as CEO effective March 7 and the Board of Director's Sucessor .
electj.Patrick Doyle as Brandon's sucessor . Brandon will be retained by the Compan as a Special
adivisor for the remainder of 2010 and continue as a non-executive Chairman of the
Board.Concurrently,the University of Michigan announces Brandon will serve as its next
Director of intercollegiate Athletics. Dominos opened its 9,00th store on March 11.

Dominos Pizza India Limited

Jubilant FoodWorks Limited, a Jubilant Bhartia Group Company holds the Master Franchisee
Rights for Domino's Pizza for India, Nepal, Sri Lanka and Bangladesh. The company has been
listed on the Indian bourses recently. Prior to Sep 24, 2009, the company was known as
Domino's Pizza India Limited and underwent a name change, rest of the terms remaining the
same. The promoters of the company are Mr. Shyam S Bhartia, Mr. Hari S Bhartia and Jubilant

Enpro Private Ltd. Domino's Pizza opened its first store in India in January 1996, at New Delhi.
Today Domino's Pizza India has grown into a countrywide network of more than 300 stores with
a team of over 9,000 people. According to the India Retail Report 2009, we were the largest
Pizza chain in India and the fastest growing multinational fast food chain between 2006-2007
and 2008-2009 in terms of number of stores.
Over the period since 1996, Domino's Pizza India has remained focused on delivering great
tasting Pizzas and sides, superior quality, exceptional customer service and value for money
offerings. We have endeavored to establish a reputation for being a home delivery specialist
capable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumers
from all our stores around the country.
Domino's vision is focused on " Exceptional people on a mission to be the best pizza delivery
company in the world! ". We are committed to bringing fun, happiness and convenience to lives
of our consumers by delivering delicious pizzas to their doorstep and our efforts are aimed at
fulfilling this commitment towards a large and ever-growing customer base.
Domino's constantly strives to develop products that suit the tastes of our consumers and hence
delighting them. Domino's believes strongly in the strategy of 'Think global and act local'. Thus,
time and again we have been innovating with delicious new products such as crusts, toppings and
flavours suitable to the taste buds of Indian Consumers. Further providing value for money and
affordable products to our consumers has been an important part of our efforts. Our initiatives
such as Fun Meal and Pizza Mania have been extremely popular with consumers looking for an
affordable and value for money meal option.

Over a period since 1996, Domino's Pizza India has established a reputation for being a home
delivery specialist capable of delivering its pizzas within 30 minutes to its community of loyal
customers from its entire stores around the country. Customers can order their pizzas by calling
the single countrywide "Hunger Helpline" - 1600-111-123 and Dominos was the first one to
start this facility for its customers.
Dominos vision is Exceptional people on a mission, to be the best pizza delivery company in
the world!. Dominos is committed to bringing fun and excitement to the lives of our customers
by delivering delicious pizzas to their doorstep in 30 minutes or less, and all our strategies work
for fulfilling this commitment towards our large and ever-growing customer base.
Domino's constantly strives to develop the product that suits the taste of its customers to bring
out the 'WOW' effect (i.e. the feel good factor). Dominos believes in the strategy of Think local
and act regional that is blended with a playful image personified by our "Hungry Kya?"
positioning. Thus, time and again Dominos has been innovating toppings, suitable to the
tastebuds of the locals and these have been very well accepted by the Indian market, are doing
extensively well in the market. We are constantly in the process of innovating further; we
introduce new topping every 3 4 months

Dominos understands customers demand and is constantly developing local flavors

understanding the local sentiments. Also, the ingredients, sauces etc. are made keeping in mind
the taste buds of Indian consumers while retaining the international flavor.
Dominos constantly strive to make the company an integral part of the lives of the target
audiences by getting involved with the clientele at the emotional level and building long-term
relationship with them. Thus, Dominos concentrate more on carrying out below-the-line
activities in the area it serves.
Dominos believe in bringing fun and excitement into the lives of our clientele. We take our
delivery proposition very seriously and our entire corporate ethic is based on it. Domino's is the
recognized world leader in Pizza delivery. But it isn't just about delivering; it's also about giving
back to the community. Dominos believes that an essential component of corporate
responsibility is to provide support to charitable organizations that benefit the communities
where its employees and customers work and live. Dominos worldwide is known for its

commitment toward social causes and believes in adding fun to the lives of our customers and
communities it serves.
In India, Dominos has been associated with the NGOs devoted to the cause of underprivileged
Childrens. Dominos conducts Store Educational Tour (SET) for the underprivileged children
time-to-time. Recently this was done in the one of the Dominos outlet in Delhi and Mumbai
with the underprivileged children from CRY (Child Relief and You) where Dominos took the
pledge to provide part-time employment to the eligible wards from CRY who are above 18 years,
reiterating its commitment towards social causes. Also, fifty- percent of that days first 20
deliveries of the store were given to CRY toward the cause of the underprivileged children. The
children had a gala time while they learned to make and bake pizzas at the store and finally
tasted the sumptuous offerings made by them during the Store Educational Tour.
Dominos Pizza India also boasts about its commitment to serve its customers on time by
implementing the 30 MINUTES OR FREE service commitment, they have been able to
achieve this as a result of continuous efforts and dedication of the entire team in improving
operating efficiencies.
Dominos Pizza India has been consistently rated amongst the top 2 pizza chains worldwide in
the Dominos family by Dominos International, in terms of quality of operations. Our pizza
delivery times have also been judged as the best delivery times in the world across all Dominos.
KEY INFORMATION

Domino's Pizza, LLC

Type

Public (NYSE: DPZ)

Industry

Restaurants

Founded

Ypsilanti, Michigan, U.S. (1960)

Headquarters

Ann Arbor, Michigan, U.S.

Tom Monaghan, Founder

Key people
J. Patrick Doyle, CEO
Products

Pizza, sandwiches, pasta, chicken wings, desserts

Revenue

$1.425 billion USD (2008)

Employees

145,000

Website

www.dominos.com

Chairman of board of directorsCEO, Dominos Pizza India Ltd

David Brandon

Ajay Kaul

(Non Executive)

CEO

(CEO)

J. Patrick Doyle

DATA PRESENTATION AND DATA ANALYSIS

1.DO YOU PREFER FAST FOOD.

80
70

70
60

60
50

good
average

40
30

30

Linear (average)

20
10
0
1

2.DO YOU PREFER PIZZA.

100%
90%
80%
70%
60%
50%

average

40%

good

30%
20%
10%
0%
1

3.DO YOU PREFER VISITING DOMINOS.

120
100
80
60

average
good

40
20
0
1

4.HOW OFTEN DO YOU VISIT DOMINOS.

70
60
50
40
30
20
10
0
good

average

poor

5.WHY DO YOU PREFER DOMINOS.

70
60
50
40
30
20
10
0
good

average

poor

6.DO YOU DO YOU FIND DOMINOS AFFORDABLE.

good

1
2

7. HOW DO YOU FIND THE BEHAVIOUR OF DOMINOS

STAFF.

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
good

average

poor

8.ARE YOU SATISFIED WITH PIZZA VARITES OFFERD BY

DOMINOS.

120
100
80
60

average
good

40
20
0
1

9. ARE YOU SATISFIED WITH OFFERS OF DOMINOS.

good

1
2

10.ARE YOU SATISFIED WITH THE DELIVERY SERVICEOF

DOMINOS.

good

1
2

RATE DOMINOS ACCORDING TO YOUR EXPERIENCE.

70
60
50
40
30
20
10
0
good

average

poor

CONCLUSION

CONCLUSION

Going through the analysis of response from the survey conducted, it is

concluded that
Dominos is able to be and retain at top among all the fast food chains like Nirulas,

Subway and Burger King,Sbarro.

Dominos is also preferred over Pizza hut, McDonalds and KFC.
Dominos is providing its customers good quality food productsthough not wide but
its product line is quite impressive. It includes meals for both Vegetarian and
Non-Vegetarian and satisfies both section of customers.

Dominos is also providing its customers a well provided and comfortable ambience.
It has been rated as a very good by its customers in terms of Taste and Variety of food
and promptness of delivery.

Dominos maintains its consistency in taste and quality.

Customers are also satisfied with its prices and promotional and advertising activities.

Prices are affordable by all and Dominos also satisfies its customers by
continuously introducing value for money offers.

Summarizing all points we conclude that Dominos is growing firstly by

satisfying its customers by providing quality and maintaining consistency and
also has an impressive strategy of marketing the products in the form of Marketing
Mix Elements.

RECOMMENDATON

RECOMMENDATIONS
The Recommendations to Dominos is to:

1. Maintain consistency in the taste and quality of products.

2. Include more items in its product line like burgers.

3. Include more promotional and advertising measures to increase its sales or to increase its

market share.

4. They Should also freeze their Ice Creams at higher Temperature so that it does not get

melted so early.

5. The most important thing is that they should also sell pizzas without cheese because

Todays generation is more Diet Conscious and each and every pizza of Dominos is more

or less of cheese so they should make pizzas without cheese.

6. One Thing more Dominos should start is giving Customized waiter Services instead of

Self Services.

7. The Soft Drinks provided in Dominos is more of Ice and less of Cold Drink.

BIBLIOGRAPHY

BIBLIOGRAPHY
Books referred:
Kotler P. (2004) Marketing Management: Analysis, Planning, Implementation & Control,
Prentice Hall of India, New Delhi
Christopher G and Harold W Bukman,
Marketing management C.B.Gupta

Articles referred:
Dominos : Think global, act global the marketing mix

Websites referred:
www.wikipedia.com
www.dominos.com
www.dominossindia.com
www.emeraldlibrary.com
www.google.com
Websites of different fast food restaurants.

ANNEXURE