Case Analysis: Domino’s Pizza
There are countless numbers of pizzerias here in the United States and abroad, but the major two are Pizza Hut and Domino’s. Pizza Hut has for years been the best-selling pizza chain in the world and has rarely had any problems with marketing its product, their pizza sells with little problem worldwide. Domino’s and Pizza Hut actually started out only a couple of years apart, but most people wouldn’t think that they did, because Pizza Hut has always been the name people would think of when mentioning pizza. Domino’s began in 1960 after two brothers, Tom and James purchased DomiNick’s, which was a small pizzeria in Ypsilanti, Michigan, and it became Domino’s after James traded his share of the company to his brother (Hitt, Ireland, & Hoskinson, 2013, p. 101). Although Domino’s was making some profit, it at one point was not the second most popular pizzeria in the world and was actually ranked behind much lower pizza establishments such as Chuck E, Cheese at one time. Domino’s had become the pizza that people would order because there was probably nothing closer to its customers, it was the first thing people ran into and they were in a hurry, or whatever convenience reason people could think of. Their pizza just didn’t live up to the taste that people would think about when they wanted to have pizza. After countless complaints about the taste of their pizza, Domino’s knew they would have to make major changes in their product if they wanted to make any ground on Pizza Hut in the pizzeria industry, and after the hiring of Patrick Doyle as the Chief Executive Officer (CEO) in March of 2010, those major changes began to happen. Doyle began gathering data to find out what problems the company was having with their pizza and what the people though. The data he found showed that people were saying that Domino’s was a convenience brand of pizza because of its fast delivery, promising to have your pizza delivered within 30...