Dominos has survived many storms from competition from other pizza joints, recession, and low-quality products. However, the brand has managed to use technology and to grow their reputation as their strategy to beat their competitors. Since its inception dominos has is popularly known for its high-speed pizza delivery that is the one aspect that stood out and has worked for its success throughout the years. Dominos from the beginning had 30 minutes delivery guarantees for all their deliveries which worked for them and put them over the edge with its competitors. However, things fell apart when its pizza could not compete, and they were unable to keep up with the fast food market. When things went haywire, dominos also lost their essential marketing tool which was the thirty-minute guarantee.
What Weiner did for dominos was a complete reinvention for the company that is one thing that stood out in the general environment. He took courage to stand in public and say that Domino's pizza sucked, the company through the leadership revamped its menu and came up with better ingredients. The next important step after revamping their menu was creating a better means for their products to get to their customers. Technology has been the cornerstone for the growing sales at dominos, but their greatest tool has been an online ordering of their products.
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During the dominos digital shift, five factors came into play. One was transparency the management discovered that letting their customers in on what was going on would help them gain back their trust. They gave people a sneak peak of their operations hence helping them understand their business case. According to Weiner investing in their digital platform did not only exemplify a means to replicate and endorse dominos new commitment to transparency, but it also gave way to a better ordering experience to their customers. The nest aspect is the understanding of their business case; the company discovered that online ordering was the core of their business and focusing on that would make them more profitable. The third aspect is creating a roadmap. Customers need guidance on how to use platforms introduced to them by a company; therefore, the company created awareness of the digital platforms the next phase was to create awareness of the workability of the digital ordering platforms. The fourth strategy is to track data and find out what they were doing right and where there might be glitches to improve. The last plan was to evaluate that data and use it to transform the dominos brand and their approach to digital marketing.
The brand is making their digital marketing a continuous process. It is focusing on online ordering; therefore most of the newest launches from them are about their digital utilities. Dominos recently came up with the iPad app which is among its other list of successful digital marketing tools like pizza hero, customer pizza profiles and pizza tracker.
Dominos best strategy and innovation has been on the digital market, being able to create apps for online ordering is what gives them a higher competitive advantage over its competitors. Keeping up with customer behavior is the ultimate strategy mainly because consumers don’t always change their expectations from one company to the other instead they go with what changes with their expectations. Internet accessibility is at hand due to Smartphone's; therefore, consumers want what is offered with whatever technology they are using, and that is what dominos is taking advantage off with all the online ordering applications. The company is expanding its scope by not limiting its products to just selling pizza.
Reference
https://www.bloomberg.com/features/2017-dominos-pizza-empire retrieved from internet on 30th October, 2018
