Menu Review and Redesign for Domino's Pizza

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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