Domino’s is founded in 1960 and becoming the second
largest pizza restaurant chain in the world, with have more than 13,800
locations in over 85 markets around the world.
The company logo originally had three dots, which
represent the three store in early year of 1965. At first, founder had planned
to add a new dot in their logo when it is addition of every new store but as
Domino’s growth rapidly, this idea had faded quickly. Thus, its remain three
dots until now. Their Vision and Mission as that time is “No.1 in People, No.1
in Pizza” and “Sell more Pizza, have more Fun!”
Domino’s business model is straightforward. They are provided
good and quality food at a competitive price with order restaurants such as
Pizza Hut. Domino’s offer easy ordering access and efficient service which
enhanced by technology innovations by their development department. Besides, Domino’s
generates revenues and earnings by charging royalties to its franchisees.
Starting in 1973, customers had guarantee by Domino’s
Pizza that they will receive the pizzas within 30 minutes when they placing an
order or either they can receive the pizza free. This helps Domino’s Pizza to
get goodwill from customers as they maintain their efficiency to produce the
pizzas. In Malaysia, free regular pizza voucher is given as a refund if they
deliver the pizza more than 30 minutes.
Domino’s franchise formula enables franchisees to
benefit more easy from Domino’s brand name with a relatively low initial
capital investment. Thus, Domino’s network of 4,979 domestic franchise stores was
owned and operated by 799 domestic franchisees as of January 1, 2017.
Domino’s operation in Malaysia and overseas uses the
franchise model. The company landed in Malaysia in September 1997 and launched
by its founder, Tom Monaghan himself, Domino’s Pizza became an overnight
sensation. It was so well-received that Domino’s Malaysia’s commissary was
recognised in the Annual Domino’s International Audit as the Best Commissary in
Asia Pacific (Dominos, 2017).
Domino’s goal is to be the number one pizza
company in each neighbourhood in which they operate. Customers can order online
by phone application or in store. Franchisees enter into a standard
franchise agreement in respect of each store for an initial term of 10
years, with an option to renew for a further 10 years. Domino’s is appreciated
the business growth opportunities and objectives with the franchisees, and support
them in delivering these and enforce the brand standards.
Dommal Food Services Sdn. Bhd. has taken Domino’s
Pizza franchise license in Malaysia as master franchise holder. Domino’s Pizza
Malaysia has become one of the largest Domino’s market in Southeast Asia as a Quarter
1 2017 and the fifth largest in Asia Pacific with 200 stores in Malaysia
because rapid growth in local markets (Dominos, 2017).
Domino’s Pizza regularly monitor market trends and
customer feedback as a drive to make improvement and develop new products to
meet market demands. This can develop market opportunities. They always involve
actively in seeking new ways to create ordering systems as easy as possible to
attract customers as the market leader in digital ordering. In addition, the is
over 75% of delivered orders are now places via digital channels. Customers are
ease and satisfied to the ordering system they offer, especially through phone
and table application which are easy and convenient to use. Domino’s Pizza
Malaysia’s online ordering platform is ranked No.1 for its online speed of
service in the QSR industry.