Service Blueprint of Dominos: Elements, Bottlenecks and Recommendations

Running Head: SERVICE MARKETING 0
Dominos
10/25/2018
2018
Service marketing

SERVICE MARKETING 1
Executive Summary
This report outlines the service blueprint of Dominos. Dominos is a leading fast-food chain
industry serving in many countries. The various elements of this service blueprint are onstage
employee actions, physical evidence, support processes, off stage employee action and
customer actions. The three bottlenecks is also identified in the service delivery process
depicted as F1, F2 and F3.
Several recommendations were also made to eliminate the failure in the service encounter
and create positive service delivery process.

SERVICE MARKETING 2
Table of Contents
Introduction................................................................................................................................3
Section A................................................................................................................................3
Section B................................................................................................................................4
Section C................................................................................................................................5
Section D................................................................................................................................7
Section E................................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10
Appendix..................................................................................................................................12

SERVICE MARKETING 3
Introduction
The concept of fast food was pop up during the 1920s. From that time, there is a continuous
rise in the international fast food chains (Paik and Choi, 2007). Many new businesses also
enter continuously in this industry due to its potentiality. In the present scenario, various
chains like Dominos, McDonald, Pizza Hut and Burger King are operating with their own
core competencies and have attained a percent of market share in the industry.
In this research, the service blueprint is taken as of the Dominos store, as Domino’s Pizza is
one of the international fast food chain serving with its major products such as Pizza, Pasta,
Chicken wings and Desserts. The company are serving almost 85 countries in the world with
having 1500 stores worldwide. The company is continuously evolving and with the digital
transformation, they also started online and mobile ordering services from 2007 (He, Zha and
Li, 2013).
The company uses lower price and extensive promotional strategy for gaining share in the
market. Considering service delivery model in dominos, there is a structured process which is
connected by various nodes such as staff, management and customers. These all nodes are
managed effectively by Dominos to creating a positive service encounter.
The various services chosen for the Dominos store includes customer actions, on-stage
employee actions and backstage employee actions. These services and action depict the
whole service process, which is delivered by the Dominos to the customer in the form of
product.
Section A
The service blueprint contains the customer journey as well as all of the interactions that
make that journey possible (Geum and Park, 2011). As per the various customer actions
mention into the blueprint, the most three customer actions are – Entering and ordering pizza,
eating pizza and leaving the store after successful consumption. From the perspective of a
customer, in any food chain store, these three actions will always be there for the successful
consumption of the desired food.
These actions are similar to the journal mapping and service innovation requires developing
new ways of value co-creation between customer and service organizations. From the past