Domino’s Pizza Inc

by: M.S. Krishnan

Publication Date: August 28, 2013
Length: 16 pages
Product ID#: 1-429-327

Core Disciplines: Entrepreneurship & Innovation, Information - Technology & Management, Leadership/Organizational Behavior, Operations Management/Supply Chain

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Teaching Note

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After settling a $78-million lawsuit with a St. Louis woman who was struck by one of its drivers, Domino’s Pizza decided to eliminate its 30-minute delivery guarantee and transform its business model through innovations in the areas of technology, social architecture, and operations. The company provided consistency of experience for customers by introducing its Pizza Tracker — a web-based application that allowed customers to track their pizza at each stage of the process — standardizing the layout and processes used in each of its stores, and providing more transparency into employee performance. Students are asked to evaluate how Domino’s used technology and innovation to improve efficiency, quality, customer relationship management (CRM), and employee relations as well as assess its change management process.

Teaching Objectives

After reading and discussing the material, students should:

  • Identify the challenges associated with fast food operations in the pizza category.
  • Explore the critical success factors in the pizza delivery business, and how a company like Domino’s can attain these factors.
  • Analyze how Domino’s used technology and innovation to improve efficiency, quality, CRM, and employee relations.
  • Explore how Domino’s change management process was implemented to increase transparency into everything employees at Domino’s did, and enabled a positive culture within the organization.