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Competitive Advantage Of Domino's Pizza

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Domino’s Pizza strategy and competitive advantage before 2009 was mainly based on its promise to deliver an order within maximum 30 minutes. So they really tried to focus on the last step of their supply chain, meaning from the store to the customer. Through this the quality of the product they were offering lacked a little bit behind. 2009 can be seen as a turnaround year for Domino’s Pizza. First they were faced to a hygienic scandal initiated by a video that turned out later to be a fake. As a result, the company wanted to become more transparent, they introduced a live tracker and comments of the customers on the products were available for the public. Second, a consumer survey asked the customers of Domino’s Pizza and it’s competitors …show more content…

Domino’s listened to the feedbacks of it’s customers and completely changed the taste of it’s pizza, they added new ingredients such as garlic or butter to the crust and also changed the composition and the sauce of the pizza. One could say that they invented there pizza from the ground up. As a results the sales strongly increased in the years after the turnaround. Domino’s did not stop, they continued their product expansion and introduced a new product line of “Artisan Pizzas”, the ingredients have more varieties such as Italian salami and feta, in other words, more exclusive ingredients are …show more content…

The company realized that it should take immediate and effective steps in order to bring in a turnaround for the brand. Changes in menu and growth in sales were the major points to work upon. In order to prepare a high quality and fresh pizza, the main aspect was to obtain fresh ingredients. The internal dough manufacturing and supply chain centres who were engaged in supplying fresh food and supplies as well as equipment and fixtures to the franchises operating across the country not only resulted in the sourcing of fresh ingredients from within the company but, also had an impact on its cost. Many emergency deliveries were also scheduled which ensured that freshness is kept at the top of the

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