The second-largest pizza business in the world, Domino's Pizza (DPZ), has 11,600 locations and operates in 75 countries. It serves 1.5 million pizzas per day to its large global consumer base. The restaurants provide customers with a variety of menu options, including pizza with a choice of crusts, pasta, oven-baked, sandwiches, chicken wings, sides of bread products, sodas, and desserts.
Supply chain, company-owned restaurants, and franchised restaurants make up the three divisions of the DPZ business. The supply chain will deliver food items, as well as tools and materials, to company-owned and franchised locations. The company owned is to test new products, promotional activities and making operational improvements. Franchised restaurants are located mostly in the US and international markets. DPZ has agreements with global markets that they are in charge of developing business in a given region ("March 2015 Archives - Market Realist," n.d.). They have a right to supply chain in any area, and for this reason, they have 500 tractors and trailers for purposes of supply. These segments have helped then run ahead of their competitors.
Customer Intimacy
DPZ decided to use a question for its delivery orders that is (where is my pizza?), this way the customers are delighted. It has the "Domino's Tracker" that tracks the steps involved in the pizza ordered. They include: pizza order placed, prep pizza, bake pizza, quality check the pizza and pizza delivery. This makes the customer feel safe that they have ordered the best quality of pizza. The customer is given a piece of mind by knowing the baking process and also the costs are reduced by ordering. The DPZ restaurant shows that they value their customers by ensuring that they are transparent and committed to serving them.
DPZ wants their customers to be fully satisfied. They have a five-question survey that is there for the customer to fill in about their experience with Domino's, and they believe this would help the restaurant be a better place than before. The questionnaire is made in a way that it is short and answered when the experience is fresh. The questions include how it was, the delivery experience, and the recommendations. In the case of a customer having a query, the responses from DPZ are publicly shown in Times Square. This demonstrates transparency and commitment to the customers ("Domino's Pizza Supply Chain: Where's My Pizza?" 2011).
Product Leadership
The value of product leadership helps DPZ to be creative by assisting them to look for ideas outside the restaurant and use them to achieve better results. Product leadership entails a continuous readiness to pursue new solutions to the problems that may arise due to new products in the market. Product leadership calls for the ability of the organization to stay flexible and ensure that it always in a position to make any required changes immediately as the need arises. It forms one of the primary ways that help businesses to satisfy their customers in the best way possible. Therefore, product leadership is one of the critical aspects that gives companies a competitive advantage over other players in the industry.
DPZ reinvented their pizza in 2009. They were honest about their product and made adjustments to where there was a problem. They came up with new menu items that brought back amazing results. The came up with a new marketing campaign for the items. DPZ continually improves their operational strategy through working on the feedback they get from customers (“Business Insider," n.d.). Therefore, this has helped the organization to gain a competitive advantage over other players in the industry.
References
Domino's Pizza Supply Chain: Where's My Pizza? (2011, September 12). Retrieved on October 28, 2017 from http://www.shmula.com/strategic-supply-chain-dominos-pizza-online/9243/
March 2015 Archives - Market Realist. (n.d.). Retrieved on October 28, 2017 from http://marketrealist.com/2015/03/dominos-pizzamaster-franchise-model/
Business Insider. (n.d.). Retrieved on October 28, 2017 from http://www.businessinsider.com/dominosturnaround-strategy-2015-4
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