If you are searching for a Pizza chain the odds are you will be searching for a ‘Domino’s pizza near me’.
We all have our own preferences when it comes to Pizza. Some people prefer to make their own as it allows them to put whatever toppings they want. There are also some who would prefer local pizzerias that would give them something unique. There are also those who love pizza restaurant chains exactly because they are offering the same pizza over and over again and they know what they like.
Domino’s Pizza is one of the most popular pizza restaurant chains in the United States along with Pizza Hut. Although Pizza Hut has been at the top of the list for many years, Dominos is close behind in second place.
Like all the other pizza restaurant chains, Domino’s Pizza also has a rich history and a humble beginning. Before we get into more complicated details about the pizza restaurant chain, let us first look at the humble beginnings of one of the most popular Pizza shops in the world.
The History of Domino’s Pizza
The history of Domino’s Pizza started way back in 1960 when Tom and James Monaghan decided to purchase DomiNick’s, a small pizza store located at 301 West Cross Street in Ypsilanti, Michigan. The deal was secured through a $500 down payment and the brothers decided to borrow $900 to pay for the store itself.
After buying the pizza store, the brothers decided to split the work hours evenly, but James didn’t want to quit his job as a full-time postman to deal with the demands of the new business. After 8 months, James decided to trade his half of the business to his brother Tom for a Volkswagen Beetle that they were using for Pizza deliveries. After that, the pizza store was solely owned by Tom Monaghan.
In 1965, Tom decided to buy 2 more pizzerias so he already had a total of 3 locations in the same county. Tom actually wanted the stores to share the same branding, but the original owner of DomiNick’s did not want him to use its name. One day, one of his employees returned from a pizza delivery and suggested that they name the store Domino’s. Tom loved the idea so in the same year, he decided to officially name his business Domino’s Pizza, Inc.
If you will look at the logo of Domino’s, it actually has three dots, which represents the three stores that were opened in 1965. Monaghan wanted to add a new dot for every addition of a new store, but this idea quickly faded because the pizza store experienced a rapid growth. It would be too much trouble to change the logo every time a new pizza store was added.
The first franchise location of Domino’s Pizza was established in 1967 and by 1978 the pizza store had already expanded to 200 stores. In 1975, Domino’s actually faced a lawsuit from Amstar Corporation, the maker of Domino Sugar, for trademark infringement and unfair competition, but after 5 years on May 2, 1980, the Fifth Circuit Court of Appeals in New Orleans found in favor of Domino’s Pizza.
The Success of Domino’s Pizza
Most of you are probably aware that Domino’s Pizza is one of the biggest and most popular pizza restaurant chains in the world. Even with Pizza Hut and Papa John’s, Domino’s is still competing on an equal footing with these 2 pizza giants.
So what is the reason behind the success of Domino’s Pizza despite the very tough competition?
It is a fact that Domino’s Pizza came from the United States, but it wouldn’t be able to realize its worldwide potential without franchises from other countries. In 2015, the current CEO of the company, Patrick Doyle, said that Domino’s had opened 1,800 new stores in 10 countries over the past four years. It might have been a risk, but this was something that the company was prepared for. As of today, Dominos is thriving in emerging markets such as China and Brazil as well as seeing growth in other countries such as Turkey, Japan and India.
One of the reasons why Domino’s became very popular is their ability to reinvent products. Sales at Domino’s have increased since the company decided to try out new pizza recipes in 2009. One of the best ways to turn around the business is to have a better core product. Domino’s also decided to innovate its pastas, side dishes and sandwiches. Although they are focusing on Pizza recipes, it does not mean that they would ignore other traditional Italian dishes in their restaurants.
According to Doyle, the “specialty chicken” strips that are topped with cheese and sauces that are usually ordered alongside pizzas is one of the reasons for their success. They became even more competitive after improving their menu.
Domino’s really decided to focus their marketing efforts and introduced new campaigns. Marketing guru Russell Weiner joined Domino’s Pizza from Pepsi and he decided to implement self-deprecating marketing strategies that actually resonated well with consumers. Some might think that this is not a good marketing campaign, but it worked for Domino’s.
Digital Offerings of Domino’s Pizza
We all know that right now, anyone can order anything on the Internet. Domino’s Pizza was known for its delivery services, which can be traced back since the first store was opened in 1960. One of the main focuses of the company is to provide Pizza to everyone through their ordering service. Telephone and mobile phones have been used in the past, but it is totally different right now because there are a more platforms where you can order their pizza.
You have an option by ordering through your smart phone and you can order from Twitter as well, especially during the Super Bowl Season. Some of you might say that they are doing the same thing as the others, but in this fiercely competitive market you have to keep up and then be one step ahead of your nearest rivals. This type of digital campaign is now working exactly how they had hoped it would.
Instead of searching for Dominos near me, most people would simply use their smart phones to order pizza and have it delivered to the address that they provided. It means that no matter where you are in the world, you can order a pizza and you can enjoy it anywhere as long as there is a Domino’s Pizza store near your location.
As you can see, availability is something very important for this pizza store and the ability to receive orders through various platforms also provides their customers extra convenience as they can choose the platform that appeals to them.
Domino’s Pizza are well-placed to continue to dominate as long as they follow their innovative marketing strategies. Technology changes faster than you can imagine and in these changing times, they will have to continue to adapt as they have done so well to date. In terms of the food they provide, the delivery methods they can offer to their customers and the way they will manage to stand out when it comes to presenting their marketing message.
If you love Domino’s Pizza, you are not alone. Try searching now for a domino’s pizza near me.
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