By David RobbinsThis Domino's Pizza case really only revolves around one problem that started a domino effect (no pun intended there) to the rest of the problems that are seen in this case. That problem is the elimination of the 30-minute guarantee. It seems to me that if they had not gotten rid of that guarantee they would have never seen such a drastic decline in sales, but unfortunately for Domino’s, the legality of the situation was not in their favor. It is too bad that the lady in St. Louis got a huge settlement from Domino’s just because a pizza delivery guy was in a hurry. The sad thing about that is, the delivery guy's urgency to deliver the pizza on time was the very building block of the communication that was lost when they got rid of the guarantee. That is what the planners are talking about when they are saying that Domino’s lost that communication with the consumer that differentiated them from the other guys. It wasn’t the 30-minute guarantee that made them different, but the communication between consumer and brand that was built because of the 30-minute guarantee.
After reading the case study fully many times, I understood that what the planners wanted to do was get back Domino’s old feeling of being delivery professionals. I disagreed with what they wanted to do by the way it was presented in the study, even though in the end, it was a turning point for Domino’s getting much better sales than they had in years. When I say I disagree with it, I mean I think the intention they had wasn’t exactly what happened that made Domino’s so successful again. They were successful again because they returned to the occasional deals that made them originally successful.
That thing that was found within the planning was part of their brand architecture; It was the occasion deals they wanted to start pushing. The 555 deal and the 2X Tuesday are two examples of these occasion deals that I believe turned it around for Domino’s. I do think that they achieved what they set out to, which in my eyes was overcoming the loss of the 30-min. guarantee, but the way it was presented in the case study, it seemed they were looking too far into the problem. They kept talking about communicating with the customer, and getting their reputation back as the “Service Delivery Experts” but all they really needed was a couple of good deals to get them to be noticed among the competition.
In the study it says early on that they didn’t want to compete with the other guys by doing promotions and such, but in the end, looking at the ads they were doing, that is exactly what they did. None of the ads that I could find actually had the brief they had in mind, which was the meal emergency expert with the commercial of a service rep taking a pizza order like it was a 911 call. It was the very promotions that they said they didn’t want to use that actually saved Domino’s in the end.
Looking at the then and now aspect of when they had the 30-minute guarantee to now when they are not allowed to promise a free pizza, they have to find something to rely on again. The 555 deal was the thing that really did it for them, but lately it seems people are getting tired of the 555 deal, so if you notice some of the recent commercials (some I show in class), they are actually trying to go back to the 30-min deal, but in a legal way. It is now a promise to try their hardest to get the pizza to you in less than 30 minutes, which I see as a bad idea because it might lead to another downward spiral if they end up somehow not being allowed to do this new deal. If this happens, history will be repeated, and they will have to come up with a new great idea.
After reading the case study fully many times, I understood that what the planners wanted to do was get back Domino’s old feeling of being delivery professionals. I disagreed with what they wanted to do by the way it was presented in the study, even though in the end, it was a turning point for Domino’s getting much better sales than they had in years. When I say I disagree with it, I mean I think the intention they had wasn’t exactly what happened that made Domino’s so successful again. They were successful again because they returned to the occasional deals that made them originally successful.
That thing that was found within the planning was part of their brand architecture; It was the occasion deals they wanted to start pushing. The 555 deal and the 2X Tuesday are two examples of these occasion deals that I believe turned it around for Domino’s. I do think that they achieved what they set out to, which in my eyes was overcoming the loss of the 30-min. guarantee, but the way it was presented in the case study, it seemed they were looking too far into the problem. They kept talking about communicating with the customer, and getting their reputation back as the “Service Delivery Experts” but all they really needed was a couple of good deals to get them to be noticed among the competition.In the study it says early on that they didn’t want to compete with the other guys by doing promotions and such, but in the end, looking at the ads they were doing, that is exactly what they did. None of the ads that I could find actually had the brief they had in mind, which was the meal emergency expert with the commercial of a service rep taking a pizza order like it was a 911 call. It was the very promotions that they said they didn’t want to use that actually saved Domino’s in the end.
Looking at the then and now aspect of when they had the 30-minute guarantee to now when they are not allowed to promise a free pizza, they have to find something to rely on again. The 555 deal was the thing that really did it for them, but lately it seems people are getting tired of the 555 deal, so if you notice some of the recent commercials (some I show in class), they are actually trying to go back to the 30-min deal, but in a legal way. It is now a promise to try their hardest to get the pizza to you in less than 30 minutes, which I see as a bad idea because it might lead to another downward spiral if they end up somehow not being allowed to do this new deal. If this happens, history will be repeated, and they will have to come up with a new great idea.
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