Siobhan Scanlan
MSIS 301
Monday 5:30
Domino’s Pizza is one of the largest food supply chains globally, with more than
10,500 stores in more than 75 different countries (insert footnote dominosbiz.com).
Domino’s has been an innovator and a pioneer in the fast food industry. There is endless
competition in the pizza delivery industry, so Domino’s is constantly working on evolving
their supply chain management to ensure that they are strengthening their position in the
market and are stranding out from their competitors. They created a brand in the 60’s, and
the strength of their brand awareness has led Domino’s to be a widely recognized household
name around the world. Throughout it’s over 50 years of history, Domino’s Pizza has
expanded their menu from just offering pizzas, to also offering pastas, bread sticks, oven-
baked sandwiches, and a wide variety of desserts.
The franchise began in 1960 when two brothers purchased as a small pizza shop
called “DomiNick’s” in Ypsilanti, Michigan. It didn’t take long for the company to expand
and begin franchising, by 1978 Domino’s was opening their 200th store in the US. By 1983
they were on their way to global expansion; their first international store was opened in
Winnipeg, Canada. Domino’s was leading the way in the pizza industry, making it
inexpensive and easy for the customer to get what they wanted with a 30 minute guarantee.
It wasn’t long before Domino’s made themselves a household name in the U.S. and were
recognized in the 80’s for being the fastest growing pizza company in the country. In the
early 90’s Domino’s began rolling out “non-pizza” items on their menu, along with variations
to the pizza crust to give their customer base more options. Dominos has always been
thinking and creating different ideas and creative ways to differentiate themselves from the
rest of the pack.
In the 1990’s the competition started gaining on Domino’s market share, all while
their sales were taking a hit. The two were leading the company in a path that management
wasn’t pleased with, posting losses, and changes needed to be made to put the company back
in the right direction. To try and stay ahead of the pack and compete with their competitors
Domino’s begun offering a variety of menu items through trial and error experiments with
the customer base. In an effort to further increase their sales revenue they got rid of their “30
minutes or less” slogan and replaces it with a “Total Satisfaction Guarantee”
(http://dominosbiz.com/Biz-Public-EN/Site+Content/Secondary/About+Dominos/History/).
To ensure that customers were completely satisfied they offered to either refund your money,
