Hiện nay, chuỗi cửa hàng mang tên thương hiệunày đã trải dài trên 15 quốc gia trên thế giới và tự hào lạ thương hiệu pizza số1 Thế giới.. Một trong đó phải nói đến chuỗi cửa hàng Domino’
NỘI DUNG
Overview of the business
Pizza restaurant chain and an international franchise company based at Domino Farms Office Park (owned by Domino's Pizza co-founder Tom Monaghan) in Ann Arbor commune , Washtenaw County, Michigan, USA, near Ann Arbor, Michigan Founded in 1960, Domino's is the second largest pizza restaurant chain in the United States (after Pizza Hut ) but the largest in the world with more than 10,000 members and franchises in 70 countries Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004
Products: Pizza, Pasta, Sandwich, Fried Chicken
Domino's Pizza, Inc., trading as Domino's, is an American multinational pizza restaurant chain led by CEO Richard Allison As of 2018, Domino's Pizza has around 15,000 stores, with 5,649 in the US, 1,500 in India and 1,249 in the UK.
Domino's Pizza has stores in more than 83 countries, in 5,701 cities worldwide.
Hình 1.1: Tổng quan về Domino’s Pizza
The story of Domino's Pizza begins with two brothers named James and TomMonaghan who opened a small pizzeria in Michigan called Dominick's The pizzeria was initially run by both men until James decided to sell his shares for fear of a heavy bank loan, leaving Tom to manage the business Tom later bought two more pizzerias, he wanted to expand the brand but the original owner ofDominick's forbade him from doing so that's why he later improved its image and changed its name to Domino's Pizza in 1965.
Hình 1.1.2.1: Tom Monaghan_ Người sáng lập ra thương hiệu Domino’s Pizza
Tom Monaghan's business path was not favorable, his mother sent him back to the orphanage with his brother and did not support his dream When starting a business, he encountered many difficulties from lack of business capital, to bank loans, the company headquarters was burned by fire, involved in lawsuits, and stood on the brink of bankruptcy Even had to hand over the business to the bank for a year, but the situation got worse Tom Monaghan has overcome all with the bravery of a talented businessman, rebuilding a billion-dollar pizza empire that has always existed and developed to this day.
The original pizzeria's logo had three dots representing the three original stores in 1965 and Tom wanted to add a new dot every time he opened a new branch but his idea faded because of business growth By the end of the 70s,Domino's Pizza had a total of 200 franchised pizza branches across the UnitedStates And in 1983, Domino's showed it was ready to go global when it opened its first international branch in Winnipeg and that same year the company opened its100th store in Vancouver, Washington
Hình 1.1.2.2: Thương hiệu Domino’s Pizza
Even as they have locations in different parts of the world, Domino's Pizza remains a traditional company In the face of fierce competition with other brands that forced them to add a wider variety of dishes to their menu, Domino's Pizza only had one type of pizza crust where the dough was shaped by tossing and pulling, and they only had two sizes of dough.
In the 1990s, the pizzeria introduced the first non-pizza item on its menu, which was bread and chicken wings And in 1996, Domino's Pizza announced its website and claimed nearly $3 billion in global sales The following year, the company revamped its stores with a new look and a new logo.
In 1998, Domino's founder and CEO, Tom Monaghan, announced his retirement after 38 years of ownership He sold nearly 93% of Domino's Pizza to Bain Capital Inc for a billion dollars And since then he is no longer involved in the day-to-day transactions and operations of the company.
How did Domino's Pizza "change blood" and revive?
Domino's Pizza replaced the new president, Patrick Doyle at the end of 2009,shortly after taking office, this president made a statement that surprised everyone with the honesty in a promotional video shared by Dominoong that "Domino's is degrading that Domino's pizza is terrible, no real cheese, the crust is chewy like a cardboard box It's really horrible food "
Usually in any advertisement the brand is always exaggerating, showing the best aspects, but it is rare for a brand like Domino to be so honest, almost in the second half of the promotional video are all criticisms from customers about the quality of pizza here, the brand wants to show that they really listen to those opinions.
Hình 1.1.2.3: Chủ tịch mới của Domino’s là Patrick Doyle
In addition, the brand advertisement also says that Domino's chefs are using completely new recipes to create different sauces combined with cheeses Instead of traditional sauces, they are creating new flavors using garlic, basil, red pepper and oregano At the same time, the crust also adds more butter, garlic and herbs to enhance the flavor of the cake.
The results of the new president's unique promotional campaign were beyond imagination Around 2010 the stock of Domino's Pizza was only at $8.76, but by2015 it had skyrocketed to $105.52/share This shows that Domino's Pizza has been well received by consumers thanks to its boldness of the communication campaign along with the significantly improved quality of pizza helped the company expand its business model when it opened a branch in Italy.
Domino's Pizza decided to hit the Italian market even though this is a place that is already famous for pizza because they are leading the latest technologies applied in the current business model that gives the company a competitive advantage with other opponents.
In addition to improving product quality, Domino's also improves service quality when designing a very special pizza truck that allows customers to order food when texting with emoji Domino's Pizza's strength is its delivery service is a core part that affects business operations, so it is extremely focused on Mr Patrick Doyle The wheeled delivery vehicle became a symbol associated with the Domino brand.
Hình 1.1.2,4: Chiến lược quảng cáo thành công rực rỡ
This new president always develops his brand with the mind not only of a pizza shop but also of quality in the delivery service For fast-food foods, price and delivery speed are paramount.
Strategic goals and strategy
Domino's positions itself as one of the world's leading experts in pizza distribution With the commitment "You have 30 minutes", Domino's makes delivery within 30 minutes, if not on time, you will completely receive a free cake in the next use Not too shadowed after the giant Pizza Hut, Domino's has risen to No 2 position after Pizza Hut in the US market and is the leader in pizza distribution with more than 10,000 large and small stores around the world.
Up to now, Domino's Pizza's main focus has been on many aspects of the fast food and delivery food industry Here are some key goals that Domino's Pizza has pursued:
• Customer focus: Domino's Pizza always emphasizes customer focus They strive to provide a convenient, fast and easy ordering experience This includes improving the ordering process, ensuring the fastest possible delivery times and consistently high quality food.
• Improve product quality: Domino's always emphasizes the quality of its pizzas and side dishes They constantly research and improve recipes and ingredients to ensure that customers receive delicious food and meet quality requirements.
• Market expansion: Domino's Pizza has been and continues to expand its market to many countries and regions around the world The goal is to serve more customers and gain a global presence.
• Technology and convenience: Domino's is always looking for ways to apply technology to its operations to enhance the customer experience This includes mobile apps, easy-to-use websites, online ordering systems, and delivery tracking.
• Sustainable development: Domino's Pizza is focusing on reducing negative impacts on the environment and society They set goals and programs related to resource sustainability, environmental stability, and social responsibility.
Do you know a company that has delivered higher returns than Google,Apple, Netflix, and Amazon for several years? A company that has delivered higher returns than Alphabet, Google’s parent company, despite IPO-ing simultaneously This stellar performer is none other than Domino’s Pizza.
Hình 2.2.1: Share Price Evolution of Select Stocks
Its ascent to these heights is a story of significant transformation In 2009, Domino’s pizzas ranked last in consumer taste surveys At that point, its share price also hovered at historic lows Fast-forward to 2017 and the Domino’s of today bears little resemblance to that stuttering firm Domino’s has become a successful digital organization:
• 50% of the 800 people working at Domino’s headquarters work in software and analytics.
• 60% of the company’s sales come from digital channels compared to 25% in 2010 – a dramatic increase since 2008 the company started its digital sales That’s far more than the restaurant industry average of 20%
Hình 2.2.2: Digital Sales as a Percent of Total Retail Sales
Domino’s digital transformation was founded on three key initiatives:
+ Creating a digital platform for consumers + Digitizing Operations
+ Creating a digital enterprise platform for franchisees
2.2 1 Creating a digital platform for Consumers:
To make ordering easy for customers, Domino’s made significant investments in multiple digital platforms As the number of digital channels proliferated, Domino’s started broad-basing its availability Today, customers can order Domino’s pizza through multiple platforms, from Ford cars to Apple watches With the latest platforms, you can use voice commands to order through Google Home or use Facebook messenger chatbot ‘Dom.
Domino’s also made it extremely easy to get your hands on a pizza with single-touch ordering Domino’s Easy Order feature lets customers buy a pizza by doing nothing more than pressing a button on their Apple Watch.
Domino’s “Zero Click” app automatically orders a pre-saved pizza option when consumers open the app, with no clicks required The app has a 10-second countdown window, in case consumers mistakenly opened the app, to cancel the order.
Hình 2.2.3: Platforms for Ordering a Domino’s Pizza
Hình 2.2.4: Innovative Ordering Approaches from Domino’s
Domino’s, in conjunction with Thoughtworks, won two awards at the 2015 Online Retail Industry Awards (ORIAS) in Sydney for the social selling platform Pizza Mogul: Best Social Commerce Initiative and Best Mobile Commerce Application/Site.
Create their own pizza with any toppings they want and it would be listed on Domino’s Online Ordering, promote it across social networks or by any other creative means, and earn a piece of the profit for every pizza sold (0.22$-3.69$).
That’s the premise behind Domino’s groundbreaking Australian Pizza Mogul platform.
The idea behind Pizza Mogul goes back to 2012, when Domino’s launched an experiential iPad app called ‘Pizza Chef’, which allowed users to visually drag and drop toppings to create their ultimate pizza designs Seeing a significant increase in basket size for orders made through Pizza Chef, Domino’s wanted to push the idea further They partnered with Thoughtworks to bring the world-first idea to life, in just five months of development.
In just 11 months, the Pizza Mogul initiative resulted in 63,000 users, 130,000 pizza creations and more than 10,000 pieces of user generated content.
In 2008, Domino’s Pizza Tracker capability allows it to seamlessly track an order from the oven to the consumer’s home Consumers also have complete transparency as the process begins:
• After the online order is received in-store, it is tracked through the delivery line as it is prepared and on to when baking starts.
• When the pizza is out for delivery, it can even be tracked through GPS.
GPS tracking has back-of-house efficiencies, like the ability for store managers to visualize where drivers are for more efficient logistics planning in- store.Drivers themselves benefit from optional navigation, one-touch customer callback capabilities, and customers who are better prepared to meet them when they arrive Further, kitchen staff also know when best to prepare orders if they know where a driver is and can notify drivers on how to set their route for the next round of orders.
The company’s tracking apps provide detailed delivery information, reducing complaints The feature has already been rolled out in Australia and is in testing in the US.
Proposing business innovation on technology applications for the company
Pizza is one of the popular fast foods today, the feature of fast food is that it is very rich in starch, fat, and protein but has very few green vegetables According to many studies, fast food contains a lot of fat, and extremely high-calorie sugar can cause obesity and diabetes because it contains a lot of fat, sugar, and extremely large calories, which are all disadvantages of fast food Anyone can see it A 2011 British study of more than 14,000 children found that a diet full of fast food can have lasting effects on children's brains In addition, many studies show that pizza and burgers in the form of takeaway can expose people to phthalates Phthalate is a chemical used in the production of plastics and paints to change the basic properties of materials According to the US Centers for Disease Control and Prevention (CDC), people who consume large amounts of fast food have a 23.8- 39% higher urinary phthalate index than people who eat little or no fast food.
Proposing application technology to suggest dishes suitable for the health and fitness of each customer using AI and Big Data applications will automatically provide customers with information about current health and health problems for the purpose of choosing the right food for each customer
III.2 Its application and function:
The AI chatbot is a software program built and deployed with the help of artificial intelligence technology to assist users and create natural interactions between bots and humans.
- The AI chatbot starts working as soon as the user enters the input, the query, or the question they want answered Then, Natural Language Understanding (NLU) technology is applied to analyze the text and detect the intent, attitude, and point of view of the statement, thereby extracting the meaning of the input information enter.
- Definition: Big Data is large and complex data sets So large that traditional data processing software is not capable of collecting, managing, and processing data in a reasonable amount of time These large data sets can include structured, unstructured, and semi-structured data, each of which can be mined to gain insights.
● Chat window pop-up function
- Process: The chat window pop-up feature will make it easier for customers to find the right dish right on the application without having to spend time in the ordering process or meeting directly with the store staff for advice question.
- Benefits: Through the integration of this solution, Domino's Pizza can manage customer data more professionally, such as collecting and analyzing customer behavior and feedback.
=> From there, develop strategies to provide better support solutions for customers The chat window pop-up feature with an integrated AI Chatbot also helps customers access Domino's Pizza's support service quickly and conveniently, enhancing the experience.
3.2.3 Plan 2.3.1 What customers want from your business
- Choose the right food, quickly.
- No need to meet the staff in person.
2.3.2 Short-term goals for technology improvement
- Applying AI and Big Data in optimizing the information chain, and finding customers to bring accuracy, efficiency, and relevance.
- Create optimal software, easy to use, easy to access, easy to perform operations.
- Improve customer experience, and bring satisfaction to customers.
III.3 Data collection and feedback:
● Survey on AI and Big Data Applications
Currently, 61% of Vietnamese enterprises are still outside Revolution 4.0 and 21% of enterprises have just started preparing activities According to statistics from the National Bureau of Science and Technology Information in 2018, 8% of enterprises use advanced technology; 50% of enterprises use medium, medium, and advanced technologies; The remaining 42% of enterprises use outdated technology The benefits that Industry 4.0 brings to businesses are shown in PwC's 2016 research, which shows that Industry 4.0 will bring companies in Asia such as increased revenue (39%), increased production efficiency (68%), and cost reduction (57%).
The application of new technology solutions mentioned above will help improve the competitiveness and optimize production and business activities of domestic enterprises, but the process of applying new technology to actual operations business can create certain difficulties.
● Actual survey data on the fast food industry Overview
- According to a survey by Q&Me, in 2020, Now is the most chosen application by consumers to order food, accounting for 24%, followed by Grab Food with 20% KFC accounted for 52% of fast food orders, Lotteria 30% and Pizza Hut 21%.
- At the time of the Covid pandemic, the rate of purchases on food delivery apps tended to increase because consumers wanted to be safe and did not want to come into contact with many people.
=> Data collection and analysis are essential to make effective decisions for businesses When applying digital transformation technology, Domino's Pizza needs to record information, and surveys to assess the level of satisfaction as well as the effectiveness of the software to improve, develop, and edit regularly and continuously.
- Establishing a digital transformation team, researching AI and Big Data applications in the contact application between customers and customer care.
- Apply the software to several chain stores in key areas within 2 months.
- Adopting AI-powered ChatBots will make collecting customer feedback faster and more efficient.
- ChatBots will automatically respond almost immediately to that customer's response Cost optimization is evident when there is no need for as many direct employees to handle these things as in the beginning.
- Customers will be really satisfied and comfortable when their requests and questions are resolved extremely quickly.
- When applying AI and Big Data, businesses can improve lead generation and management, increase productivity and sales efficiency, and even sales revenue More than that, enhancing customer interest and satisfaction, better- understanding customer behavior and preferences through data analysis, automating repetitive workflows, effective collaboration, etc more effective across departments.
+ Departments will now use a single system to manage common data.
+ Management can use this system to see an overview of the company's sales, salesperson performance, shipping costs, and more.
+ Communication between the sales department and customer service department is more accessible.
+ Communication between superiors and subordinates: Salesforce provides data analysis and reporting features to provide information on employee performance and activities.
+ Customers will be able to communicate with staff more quickly using the chat function.
+ It increased interactivity and customizability.
+ Increase the efficiency of customer management.
III.6 Training, registration, and legal:
- Content and method of training:
People are also an important factor in the digital transformation process They will support the successful implementation of this process, requiring businesses to have a team of human resources with full professional knowledge and experience in this field.
At the same time, businesses need to create a comfortable working environment, to ensure employees are not constrained and create a lot of pressure while working That will affect the quality of the work.
