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Dominos Pizza Restaurants Marketing Critique
In 2009, Dominos Pizzas famous pizzeria brand experienced a severe crisis. Preparing a marketing campaign for a pizzeria has become a difficult time for its leaders and employees. After many negative comments, sales and reputation fell, and the chain began to share the last places in the ranking with little-known markets. It happened because the company did not position itself on the four principles of marketing: product, price, place, and promotion (Musadiq, 2019). However, they did not give up and continued to work in the same environment hoping for a possible return of status. The Dominos Pizza team faced criticism head-on and developed a marketing plan to improve product quality and customer satisfaction.
Patrick Doyle, the CEO of Dominos Pizza, tried to minimize the damage and be frank with his consumers. Pizzeria professionals analyzed the shortcomings of their past policies, identified the main negative segments of their market, and worked on them (Dominos Pizza). They created a completely new pizza recipe and offered their new product to new and regular customers and those who left negative reviews.
Changing their pizza and the associated marketing efforts paid off. Forbes reported that Dominos overtook Pizza Hut to become the #1 pizza chain in 2017 with $5.9 billion in annual sales (Kelso, 2021). They have also become a technology giant, rising to the pinnacle of innovation, making it easier for consumers to check out their orders. I have tried ordering pizza via Twitter and their original app, and both orders were delivered to me within 30 minutes, as stated on their website. Unfortunately, I cannot compare the new recipe with the old one, but I can confidently say that their pizza deserves its ranking.
References
Dominos Pizza. (2009). Dominos Pizza Turnaround. [Video]. YouTube.
Kelso, A. (2021). How Dominos plans to continue dominating the pizza market. Forbes.
Musadiq, S. A. (2019). Strategic marketing: Making decisions for strategic advantage. PHI Learning Pvt. Ltd.
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