The Dominos marketing mix framework has laid the foundation for various marketing strategies that have helped the restaurant chain to attract customers, create a loyal customer base, boost brand loyalty and gain a competitive advantage in the target market.
The company continues to flourish and achieve tremendous success because of innovative schemes, Dominos product strategy, quality food, supply chain, franchise-based model, consistent pricing policy and promotional strategy.
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About Domino’s Pizza Inc.
- Origin Country: United States of America
- Founders: Tom Monaghan, James Monaghan
- Founded: 1960
- Headquarters: Michigan, U.S.
- Employees in 2023: 11,000
- Annual Revenue in 2023: 4.537 billion USD
- Net Income in 2023: 0.452 billion USD
- Market Cap in 2023: 11.07 billion USD
Domino’s Pizza Inc is the largest pizza chain in the world that has spread its presence to different countries all over the world. Although the brothers James and Tom Monaghan started the Dominos restaurant together, within a few short months James sold his share of the business to his brother and co-owner for the Volkswagen Beetle that they used to make the pizza delivery.
In 1965, the company was renamed Domino’s Pizza Inc and that was the start of the Dominos restaurant chain. The business model of Domino’s has always been delivery-centric as the company has hired delivery boys for pizza delivery within the allotted thirty minutes.
Excellent food quality has helped the brand gain an upper hand over rival brands like Papa John’s and Pizza Hut in the target market. Domino’s Pizza reigns supreme in the target market because of the brand loyalty of its customers.
Target Audience: Domino’s Pizza Marketing Mix
The marketing mix of Domino’s Pizza targets the lower middle class and the middle-class income group to create a strong and loyal customer base. The brand also targets kids and young adults who are fans of fast food quality products. The teenagers love to order pizza and other veg and non-veg side dishes like chicken wings, choco lava cake, butterscotch mousse cake and pasta Italiano.
The brand faces stiff competition in the market from companies like Pizza Hut and Papa John’s but consistent pricing and steady base price of quality products have been driving forces behind the success of the largest pizza chain.
Dominos Marketing Strategy & Marketing Mix
The Dominos marketing strategy has been invaluable for the restaurant chain in targeting individual customers, creating a loyal customers base and achieving business goals.
A comprehensive marketing mix analyzes the elements like the Dominos product strategy, supply chain of the franchise-based model, consistent pricing policy and promotional strategy so that the company continues to open stores globally, dominate the market and achieve tremendous success in the world. The marketing mix of Domino’s Pizza ensures that the company gains an advantage in the market so that it can triumph over rival brands like Pizza Hut.
Dominos Product Strategy: Domino’s Pizza Marketing mix
The Dominos marketing strategy is focused on creating a strong product line with quality products. The items on the menu and the beverages sold vary by region. In the United States, the menu features lots of Italian-American non-veg main and side dishes.
In all the stores globally opened by the company, one common thing is that Domino’s pizza is the main dish. Custom, speciality and traditional pizzas are available in different toppings and crust styles to attract customers of individual tastes.
Domino’s Pizza has kept its menu simple to ensure smooth pizza delivery by the delivery boys. The first expansion in the menu happened in 1989 with Domino’s Deep dish. The brand tapped the trend for bite-size foods with the introduction of spicy Buffalo Chicken Kickers. Domino’s continued with innovation with Brooklyn Style Pizzas, non-vegetarian oven-baked sandwiches, American Legends speciality pizzas, BreadBowl Pats Entrée, pan pizza and a vegan pizza etc.
The services in the marketing mix of Domino’s Pizza are up to the mark and are one of the leading factors of its success in the market. The company maintains product quality no doubt but its service with the pizza tracker is also prompt. As soon as you order pizza the time starts ticking. The customer wait period is the allotted thirty minutes and the pizza tracker is on. The delivery boys have to deliver the pizza within the allotted time otherwise the company has to compensate with special discounts or free pizza in the next delivery.
Product in the Dominos Marketing Strategy
The product mix in Dominos marketing strategy is all about food products. The company ensures all its franchises maintain the set product quality and the customers get one’s money worth with Dominos fresh pizza. Domino’s serves quality food products like bacon, flavored chicken dishes, chicken wings, desserts, pasta, fresh pizza and submarine sandwiches in the Dominos restaurant. The company has a tie-up with The Coca-Cola Company and sells soft drinks and beverages at its outlets.
The product line in the marketing mix of Domino’s Pizza includes
The soft and tasty veg pizza is loved by veggie lovers
- DOUBLE CHEESE MARGHERITA
- PEPPY PANEER
Customers can buy non-vegetarian pizza with their choice of toppings and crust.
- CHICKEN GOLDEN DELIGHT
- NON-VEGETARIAN SUPREME
- PEPPER BARBECUE & ONION
The mouthwatering pizza mania range is meant to satisfy customers’ food cravings.
- VEG LOADED
- GOLDEN CORN
Side Dishes and Beverages
The side dishes and beverages sold by the brand include bread, dips, desserts and other items.
- CHICKEN PEPPERONI STUFFED GARLIC BREAD
- CHEESE JALAPENO DIP
- CHOCO LAVA CAKE
- BUTTERSCOTCH MOUSSE CAKE
Customers can choose their favorite pasta with lots of choices
- PASTA ITALIANO
- TIKKA MASALA PASTA NON-VEG
- MOROCCAN SPICE PASTA VEG
Place Strategy: Marketing Mix of Dominos Pizza
Domino’s restaurant chain renamed Domino’s Pizza Inc has spread its product presence to 19,800 stores in nearly 90+ different countries. The place strategy in the marketing mix of Domino’s Pizza is based on the franchise model where 97% of the outlets are franchise-owned.
Dominos opened its outlets in the United States, India, Australia, France, Sweden, Nepal, Sri Lanka, Bangladesh, Turkey and the United Kingdom etc. Besides the United States, the company has opened a large number of outlets in India because of its huge popularity.
Domino’s have dough manufacturing plants, equipment supply centre, vegetable processing centre and pressed plant centre globally so that it can maintain its place and distribution network effectively. The machines and equipment required by the franchises are supplied by Domino’s itself. The company also offers classroom training to the employees and owners of new franchises so that they become familiar with the process.
Dominos Distribution Strategy in Domino’s Pizza Marketing Mix
The distribution strategy in the marketing mix of Domino’s Pizza is focused on its distribution network and supply chain so that the direct channel from the outlet to the customer remains intact and effective.
Distribution channels of the brand include
Domino’s marketing strategies focus on good locations like attractive family outlets, dine-in restaurants and shopping malls. Dine-in outlets are popular because families can sit and dine in together in a comfy ambience. Shopping malls are considered apt for the domino’s outlet because the footfall is very high and this leads to better sales and higher profits.
Customers can order online deliveries of any item on the menu and the delivery person easily makes the food delivery within the stipulated time frame. It is possible to order online through mobile apps or the company website. The company also facilitates online orders through different food delivery mobile apps and sites.
Domino’s Pricing Strategy: Marketing Mix of Domino’s Pizza
Dominos opened its restaurant chain for the lower-middle class and the middle-class income group in the beginning but with time the franchise-owned company has become a firm favorite of individual customers and families belonging to almost all income groups.
The initial fee for opening a Domino’s franchise is $10,000 with a royalty fee and advertising fee at 5.5% and 4% respectively of the weekly sales of the store.
Pricing: Dominos Marketing Strategy
The pricing strategy in the marketing mix of Domino’s Pizza is created after looking at the product prices of the competitors and their production costs. There is a base price which every outlet has to maintain. The brand then adopts a consistent pricing policy where the price level remains constant for a good period.
The pricing mix of Domino’s Pizza includes the following
Competitive Prices Policy
Domino’s faces stiff competition in the market from brands like Pizza Hut. It has adopted a competitive pricing policy and kept competitive prices for the products to maintain its customers.
Reasonable Pricing Strategy
As the target audience of the brand is lower-middle and middle class along with families and youngsters the brand has kept the price level affordable and adopted reasonable pricing for its products
The brand has kept higher prices and adopted a premium pricing policy for some of its product categories like non-veg, bigger sizes and extra toppings or special bread crusts. The higher price range does not matter much as the target audience for premium-priced pizza are either families or higher income groups.
Promotion: Dominos Marketing Strategies
Promotion is one of the key elements in the marketing mix of Domino’s Pizza. The promotional development team has adopted an aggressive advertising strategy to create brand awareness and brand visibility in the market.
The various advertising strategies adopted by the company are
The marketing mix of Domino’s Pizza has used traditional media as one of the key promotion tools for advertising the brand and its products. TV commercials are shown in prime time on almost all important channels. Besides these TV commercials which are highly popular amongst the masses, the company also uses radio, newspapers, magazines, hoardings and billboards as key tools for advertising.
Sales promotions are an important promotional mix adopted by the brand to attract existing and potential customers. Free products, special discounts and coupons are extensively used by the company for first deliveries and regular customers.
One of the leading factors of brand success is giving one’s money worth through awesome quality food items. Customers wait period is just thirty minutes and it starts as soon as they order a pizza. If not delivered within the stipulated time frame the company offers free pizza. Innovative schemes are used by the sales development team as key promotional tools.
Social Media Platforms
Domino’s is quite active on social media platforms like Facebook, Twitter, YouTube and Instagram as it considers them direct channels for connecting with the masses. The brand also capitalizes on special moments for example after her silver medal victory in the Tokyo Sumer Olympics 2020, Indian weightlifter Mirabai Chanu jokingly said that she would go home and eat pizza. The company offered her free Domino’s Pizza for life and gained huge publicity.
Sponsorships and Partnerships
Domino’s has sponsored Michael Waltrip Racing in the NASCAR Sprint Cup Series and CART’s Doug Shierson Racing. It has also teamed up with NASCAR in 2003 to become the “Official Pizza of NASCAR”
In the year 2001, the company partnered with “The Make-A-Wish Foundation of America. It has offered 12,000 pizzas to relief officials after the September 11 attacks and through a funds program donated $350,000 to the American Red Cross.
Digital Campaigns – Notable Digital Marketing Campaigns
The Official Food of Everything
The ad campaign “The Official Food of Everything” was launched in the year 2017 highlighting the fact that Domino’s was bringing people together in every imaginable situation
Staying At Home With Jimmy Bullard
The company launched the ad campaign “Staying At Home With Jimmy Bullard” in partnership with SportBible to generate reach far and wide
key Takeaways from the Dominos Marketing Mix and Dominos Marketing Strategy
The key takeaways from the Dominos marketing mix and marketing strategy are-
- Global expansion at strategic locations has led to a strong rise in global sales
- Improved supply network has helped to gain a viable advantage in the market
- Affordable prices of the pizzas have made them the food of the masses
- Aggressive promotions, discounts, coupons and free deliveries have helped the brand in creating a strong customer base
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