Menu Review and Redesign for Domino's Pizza

This article reviews the menu of Domino's Pizza and suggests a redesign to improve customer engagement. It includes an overview of the company and its menu offerings, such as veg and non-veg pizzas, sides, and desserts. The article also highlights the nutritional values of different items and the challenges faced by the company due to its current menu design. Subject: Food and Beverage Management

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Menu Review and Redesign
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Food and Beverage Management
Table of Contents
Overview of Domino’s................................................................................................................................2
Menu Review of Domino’s.........................................................................................................................2
Original and Redesigned menu blueprint of Domino’s................................................................................3
References...................................................................................................................................................5

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Food and Beverage Management
Overview of Domino’s
Domino’s Pizza Enterprises Limited (DPE), is considered to be the widest pizza chain located in
Australia. It is the largest franchise for the Domino's Pizza brand worldwide and the largest pizza
chain regarding net sales as well as net store numbers (Brindal et al., 2014). It is founded in 1983
whose headquarters is located in Hamilton, Queensland Australia. It is the exclusive master
franchise for the brand network of Domino’s in Netherland, Australia, Germany, Japan,
Belgium, France, and New Zealand. DPE comprise 1900 stores across these markets in the
world. DPE in May 2005 became the first publicly listed pizza organization in Australia. The
total number of employees in the company is around 26,000 (Olszewski, 2015). The revenue of
the company is 2016, and 2017 is estimated at A$790.86 million, and the net income is estimated
at A$150.68 million. Presently in Australia, there are 600 Domino's stores. In 1981 the company
introduced the home delivery option in Holland Park Brisbane in Australia by the Pizza Oven
Family Restaurant (Thaichon and Quach, 2016). The company has created an engaging and
attractive website to attract a massive number of customers. To make its website more
interesting, it uses RedChili WordPress restaurant theme with multiple designs providing overall
information based on the current menu options (Heredia-Blonval et al., 2014).
Menu Review of Domino’s
DPE comprise of a considerable number of pizzas starting from veg pizza, non-veg pizza, sides
such as garlic bread sticks, lava cake, and veg pasta (Dudeja and Singh, 2016). It also sells
burger pizza, specialty chicken, pizza mania, veg pizza mania, and non-veg pizza mania. The veg
and non-veg pizza consist of regular, medium and large size. It provides its customers with
premium service and food quality without charging a premium price (Forsyth, 2018). The cost of
Domino’s pizza is considerably low by 20% to 25% as compared to its competitors. It innovates
new delicious products like flavors, toppings, and crusts suitable to the taste buds of Australian
customers. The most affordable and value for money meal option is considered to be Pizza
Mania and Fun Meal which is extremely popular with the customers (Merrilees, 2016). The
stores also offer its customers with shakes and drinks as well as deserts. Domino’s provides
gluten-free or allergen-free pizzas if requested by the customers. Domino's offers its customers
with a various range of pizzas such as New Yorker range, gourmet range, traditional range, value
range, vegan range and thick shakes and mini choc sundaes (Zabeen, Wei and Lu, 2016). All of

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them have different nutritional values such as in New Yorker range the big cheese pizza s of
127g where it has 3.2g sugars, 35g carbohydrates, 12g total fat, 14.5g protein 663mg sodium and
it provides 316cal energy to its customers. Likewise, the nutritional values of every item differ
from one another due to its seasonal variations (Bamburry, 2015).
Domino’s is facing problems due to its current menu design where it has changed its signature
dish. In the current menu card, Domino's has not included the signature dish which brought a
great risk for the company. To compete with its competitors, it has created a new menu card
without including the signature dish (McCarthy, Rouse and Serban, 2015). The major issue with
Domino's menu card is lots of words with a small font that makes the customers frustrated and
unable to read the words properly. The menu card lacks bold and bright colors which are again a
terrible factor for the customers (Jamaludin et al., 2018). Also, the menu card does not possess
bright pictures, colorful layouts and bold design that lacks in making a strong appeal. Thus, it is
significant to redesign the menu card with large fonts and few words along with bright pictures
and bold design that will grab the attention of the customers and will engage the people in
reading the menu card with lots of interest (Cope, 2017).

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Original and Redesigned menu blueprint of Domino’s
Original Menu of Domino’s
Figure: Original Menu of Domino’s
(Source: Dominos.com.au. 2018)

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Food and Beverage Management
A redesigned menu of Domino's
Chicken Desserts Gourmet Pizza
 Spicy Chicken Kicker Bites 1. Mini Dutch Pancakes 1. Camembert & Chicken
30 pieces OR 50 pieces (4 pack)
2. Dessert Sampler Box 2. Garlic Prawn
 Korean Sticky Wings
Six pack OR 12 pack 3. Chocolate Brownie 3. Apricot Chicken
 Spicy Chipotle Chicken Kickers 4. Oven Baked Churros 4. Chicken Supreme
Four pack OR 6 pack
Value Range Traditional Pizzas
PIZZAS MR Wedge
Veg Trio Supreme
Ham & Cheese CLASSIC Vegorama
Simply Cheese CRUST SELECTION Double Bacon CheeseBurger
Beef & Onion Eight Meats

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References
Bamburry, D., 2015. Drones: Designed for product delivery. Design Management Review, 26(1),
pp.40-48.
Brindal, E., Wilson, C., Mohr, P. and Wittert, G., 2014. Nutritional consequences of a fast food
eating occasion are associated with choice of quick‐service restaurant chain. Nutrition &
dietetics, 71(3), pp.184-192.
Cope, L., 2017. Pizza Options. Mathematics Teacher, 110(6), pp.408-410.
Dominos.com.au. (2018). Domino's Corporate - Domino's Pizza. [Online] Available at:
https://www.dominos.com.au/inside-dominos/corporate [Accessed 5 Dec. 2018].
Dudeja, P. and Singh, A., 2016. Food safety in modern society—changing trends of food
production and consumption. In Food Safety in the 21st Century (pp. 83-88).
Forsyth, D., 2018. First Tools for Looking at Data. In Probability and Statistics for Computer
Science (pp. 3-27). Springer, Cham.
Heredia-Blonval, K., Blanco-Metzler, A., Montero-Campos, M. and Dunford, E.K., 2014. The
salt content of products from popular fast-food chains in Costa Rica. Appetite, 83, pp.173-177.
Jamaludin, M.A., Rahman, N.D.A., Fadzillah, N.A. and Ramli, M.A., 2018. Religious and
cultural influences on the selection of menu. In Preparation and Processing of Religious and
Cultural Foods (pp. 15-23). Woodhead Publishing.
McCarthy, N., B. Rouse, W. and Serban, N., 2015. Disentangling competitive advantage and
superior performance and their roles in enterprise transformation. Journal of Enterprise
Transformation, 5(2), pp.113-140.
Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement and
value co-creation. Journal of Product & Brand Management, 25(5), pp.402-408.
Olszewski, A.P., 2015. International Marketing Strategies of US Fast Food Franchises.
In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference (pp. 123-
127). Springer, Cham.

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Thaichon, P. and Quach, T.N., 2016. Online marketing communications and childhood's
intention to consume unhealthy food. Australasian Marketing Journal (AMJ), 24(1), pp.79-86.
Zabeen, S., Wei, J. and Lu, X., 2016. Development of E-business solutions for fast food
restaurants. International Journal of Services and Standards, 11(1), pp.60-80.