Domino's Pizza Case Study

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1.0 Introduction

1.1 Background Domino’s Pizza is the second largest pizza chain in the world. In 1960, Tom Monaghan and his brother, James bought a pizza store called “DomiNick’s” in Ypsilanti, Michigan with $500 as down payment and $900 borrowed by Monaghan brothers (Sloane 2003). James then traded half of his business to his brother, Tom Monaghan in 1961 and the business was renamed to “Domino’s Pizza Inc.” by the sole owner, Tom in 1965 (Domino’s 2015). In 1967, the first franchise of Domino’s Pizza was opened in Ypsilanti, Michigan (Domino’s 2015). There are 5,000 Domino’s stores operating in the world and this making it the fastest-growing pizza company in 1989 (Domino’s Pizza Malaysia, n.d.). As the world’s leading pizza delivery company, Domino’s promised to guiding the industry in product quality and operational excellence (Domino’s Pizza Malaysia, n.d.). The first Domino’s Pizza store in Malaysia was officially launched by the founder, Tom Monaghan at September 1997. Domino’s Pizza has gained the new customers market network in Malaysia with the promises of quality food and delivery service. Because of the sustained growth in Malaysia, Domino’s expanded it business to Singapore in 2009. As at Jan 2016, there are a total number of 147 stores operating all over Malaysia (Domino’s Pizza Malaysia, n.d.).

1.2 Key Trends

1.2.1 Advertising Advertising is any paid form of non-personal communication about an organization, product,

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