How Technology is Revolutionizing the

Service Industry

Industry: Food Industry

Company: Domino’s Pizza

Submitted To: Prof. Indraneel Ganguly

Submitted By: Group 2, Marketing

Rishabh Sanghavi 18020841130
Suniti Nair 18020841022
Ankita Saklani 18020841199
Krunal Mudaliar 18020841112
Siddhi Agrawal 18020841034
Tanvi Mehta 18020841142
Harshith Grandhem 18020841012
Harshal Marathe 18020841110
Jubilant FoodWorks Limited (the Company) is a Jubilant Bhartia Group Company. The Company was
incorporated in 1995 and initiated operations in 1996. The Company got listed on the Indian bourses
in February 2010. Mr. Shyam S. Bhartia, Mr. Hari S. Bhartia and Jubilant Consumer Pvt. Ltd. (formerly
Jubilant Fresh Pvt. Ltd.) are the Promoters of the Company. The Company & its subsidiary operates
Domino's Pizza brand with the exclusive rights for India, Nepal, Bangladesh and Sri Lanka. The
Company is market leader in the pizza segment with a network of 1,249 Domino’s Pizza restaurants
across 276 cities in India (as on June 30, 2019).

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 guest 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.Domino's believes that when a box of pizza is opened, family and friends come together
to share the pizza. Hence, our brand positioning: ‘Yeh Hai Rishton Ka Time'

Q- How are they understanding their customers better?

A- As per the conversation with the Manager of E-city outlet of Domino’s Pizza India, they take
the customer feedback after delivering the pizza to the customer. The on-premise feedback
is usually taken by the employees working in the store while the customer is eating, the off-
premise feedback is taken via a push notification from the app or an SMS sent to the
customer urging them to provide the feedback. As per the manager, “The company puts the
customers first, hence if the customer is unhappy with the order, the manager has the
power to change the pizza free of cost but to keep the customer satisfied with the service.”
B- On talking to the customers, one of the customers said, “There was an instance when he
ordered a pizza via Domino’s, the pizza arrived within 30 minutes but the pizza was cold and
was not up to expectations, he contacted the customer care and Domino’s agreed to replace
the pizza for free for the customer and this made him a loyal customer to the brand.”
C- In order to make the delivery faster and not let their customers wait, Domino’s have now
started with 20 minutes delivery in order to make sure their customers have the highest
priority and get piping hot pizzas. (https://retail.economictimes.indiatimes.com/news/food-
entertainment/food-services/Domino’s-soon-to-promise-pizza-delivery-in-20-
minutes/71060338)
D- Domino’s has a see through window to its kitchen, this move is towards transparency to the
consumers and allowing them to feel that their pizza is being custom made for them and to
make sure to the consumers that only the best ingredients go in the making of the pizza.
Q- How are they matching up to constantly increasing customer expectations?

A- To simplify the pizza ordering process for customers down to single - or even zero - clicks. If
you're a loyal customer, you don't have to do basically anything to get a Domino's pizza. The
zero-click ordering option enables users of the Domino's app to save a favorite pizza, which
will then be automatically ordered after 10 seconds of opening the app.
B- To promote better engagement, Domino's has invested in GPS Driver Tracker technology,
which gives customers better control over their online ordering experience. "Engage with a
customer, make them feel in control of the customer-retailer relationship and transaction."
said the manager of the shop.
This technology provides customers with access to real-time tracking of the delivery driver's
location, so they know exactly when their pizza will be delivered - be it to their home, office,
or a party. Mobile customers even get a notification on their mobile screen when the driver
is approaching their delivery address. This further leads to increased customer satisfaction
and hence improved customer loyalty.
C- Value for Money perception: Domino’s provides pizza mania which starts at Rs59 and they
aim to create pizza as a meal-time replacement. They want to ensure that depending upon
the consumers, they should get value in terms of price.
D- Different Pizza Flavours: Domino’s started with a whole new range of pizza on the Cricket
World Cup theme to cater to the consumers. To grow beyond the pizza market, the Jubilant
Foodworks-owned franchisee in India has also launched a burger pizza. They also have a new
range of sides and they aim to be a full-fledged meal provider rather than just another QSR.
E- Domino’s came up with improvement in its pizza like more tasty crust, bigger toppings, more
cheese and much more. Coming up with the new product refresh, the brand is aiming to give
consumers a better delivery of the product to encourage the frequency of consumption and
to lure new people. “To include the crust phenomenally, we have increased both the sizes
and the amount of toppings along with the changes in our sauce as well. Not just this, we
have come up with the decision of using more cheese without the change in prices of our
pizzas. Though, it was a tough decision for us to make but in the long run it will prove to be
beneficial for us and will make our consumers happy.”- Murugan Narayanswamy, Sr. VP
Marketing, Domino’s.
F- Digital Way: Domino's provides no less than 15 different ways to order pizza, ranging from
voice command on home assistant devices like Google Home, Alexa to sending an emoji over
social media. With all the competition in the market, this is the only way to operate if
Domino's is to continue to drive exceptional customer experiences, which continues to be
the main focus behind every innovation the company makes.

Q- How are they managing to inculcate long-term relationships with clients?

A- Domino’s as a company holds 70% of the market share and has plans to create the market
and not just gain the share. With the concept of coming up with new trends and innovations,
Domino’s has always tried to gain the quantity of pizza consumption. The company is
banking on its 'value for money' mantra to expand its slice in the quick service restaurants
(QSR) category.
B- A significantly high proportion of online orders, 85% to be exact, were placed through the
mobile app, and has been growing steadily. In the same quarter last year, mobile app orders
accounted for 69%. Note that the online delivery sales are only for Domino’s Pizza. (Jubilant
Foodworks statement). This was confirmed by the store manager that the maximum number
of orders came for home delivery than walk-ins.
C- Domino’s uses a software developed specially for them called JublFoodFarEye which keeps
tracks of the consumer data and the time of order and order delivery. Domino’s does a lot of
predictive modeling. So, a consumer who orders Domino’s Pizza for the first time through –
if he walks into our stores or he calls up, Domino’s can predict whether he is going to come
back to us in future. It depends on the kind of order he places and the time of the day he
places an order.
D- So, all this is based on the analytics which is done on these huge set of data. They make lot
of clusters and segments. The marketing activation is done based on the analytics and it has
been a big driver of frequency for Domino’s.
E- According to the manager, one is the CRM program that we run is one of the best and most
efficient CRM programs in the country today. We get almost 35-40 percent response rate on
the mailers that we send out. The ROIs of the program runs into almost 200-300 percent. So,
that is one program which is completely based on analytics. It is done with top half a million
consumers of Domino’s.
Apart from that we recently started a program which we call CLM program, a customer
lifecycle management program. Here we do activation with almost all of our 8-9 million
consumers that we have in our database. This is a completely automated program, no
manual intervention.
F- Digital marketing in last couple of years has gained lot of traction in scheme of things.
Almost 7-8 percent of our marketing investment today goes into newer digital marketing. So
is the case of social media. On Social media marketing Domino’s have almost a fan base of
2.5 million on Facebook. It is the largest fan page community in F&B category.
In terms of engagement the company does a lot of activations to keep on engaging these
consumers who are onto Facebook. “We want people interested in Dominos to enjoy their
association with Dominos. So, the efforts in social media are not to basically sell pizzas but
how do engage them with the brand Dominos.”, Murugan Narayanswamy, Sr. VP Marketing,
Domino’s.