This case study is about Dominos. Maybe you have ordered from Dominos or a similar business? Watch the videos (below) in this discussion assignment. Also, be sure to follow the Discussion Assignment guidelines & rubric in Week 2 Module, before you submit your work on the Discussion page, as you will be graded accordingly for this submission.
As a company, Dominos has stressed delivery over the years. Several years ago, Dominos began hearing its customers talking about how its pizza was horrible. As a company that has long focused on solid marketing intelligence to make decisions, Dominos went to work on how it could change consumer perceptions about its pizza.
Through marketing research techniques, Dominos soon realized that it had to take a very risky step and completely recreate the pizza that it had been selling for over 40 years. Please watch the videos below which illustrates how research not only enabled Dominos to come up with a winning recipe, but it led to a successful promotional campaign that has made fans of Dominos pizza in addition to its delivery service.
Please watch these videos (and any others you research and find). Following the videos and through your own research, you will have questions to answer.
From CNBC (YouTube) which also provides the first video:
Dominos Pizza sales fell a decade ago, but today its the worlds biggest pizza company by sales. How did Dominos turn around its fortunes to dominate competitors like Pizza Hut and Papa Johns? For decades, food delivery meant Chinese takeout or Pizza, usually from a local shop or a large chain like Dominos Pizza. Thats changed with the rise of food delivery services like Uber Eats, Grubhub, Postmates, and DoorDash. Thats bad for Dominos. It might be Americans number 1 pie maker, but Dominos Pizza built its business on delivery.
Discuss all of the following :
What has Dominos learned about customer engagement that we should learn for other businesses?
What have you learned from this case study that could be considered, as you work on the marketing plan for your specific business this quarter? (Be sure I have approved your selected business by Tuesday, September 27th).
What are the key marketing lessons to be learned from Dominos? Be specific in your post and your response.
In your opinion, what should Dominos consider for their marketing strategy, if you could only suggest one idea for their Chief Marketing Officer (CMO) to consider? I prefer you provide a different idea than your classmates in the Discussion section, when you post.