Improving Sales and Customer Service: Domino's Henderson Store Report

This report focuses on analyzing the sales performance of a Domino's store located in Henderson, New Zealand. It investigates the current state of the fast-food industry in New Zealand, particularly focusing on Domino's market share and customer service. The research aims to identify the reasons behind the store's poor sales, which are attributed to customer dissatisfaction. The report includes a literature review of the fast-food industry, research methodology, and outlines objectives to improve customer satisfaction and sales. The study proposes to gather data through customer surveys and feedback analysis to pinpoint areas for improvement, suggesting strategies to enhance customer service, staff behavior, and overall sales performance. The report also considers ethical considerations and limitations within the scope of the research.

Running head: HOSPITALITY MANAGEMENT
Hospitality Management
Name of the Student
Name of the University
Author Note

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Abstract
The report will be focused on the sales of Domino’s and the main question will be how to
improve the sales of Dominos which is located in Henderson on 2/260 Swanson Rd it is a
delivery and carry out chain serving a large variety of pizzas, chicken, and other sides. The
report will include the previous sales of the business and feedbacks of the customers which will
help the management understand where they are lacking and where they can improve so that they
can improve their sales and make more profit. The report will discuss about the scenario of the
New Zealand fast food industry.

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Table of Contents
Introduction......................................................................................................................................2
Research Aim and Objectives..........................................................................................................3
Research Questions..........................................................................................................................3
Literature Review............................................................................................................................4
Introduction..................................................................................................................................4
Fast Food industry of New Zealand.............................................................................................4
Domino’s in New Zealand...........................................................................................................7
Gaps in the existing literature......................................................................................................7
Research Methodology:...................................................................................................................9
Introduction:.................................................................................................................................9
Research Philosophy:...................................................................................................................9
Research Approach:...................................................................................................................10
Research Design:........................................................................................................................10
Data Collection Method:............................................................................................................10
Sampling Technique:.................................................................................................................12
Data Analysis Method:...............................................................................................................12
Timeframe:.................................................................................................................................13
Ethical Considerations:..................................................................................................................14

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Research Limitations:....................................................................................................................14
Reference List:...............................................................................................................................15
Appendix........................................................................................................................................16

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Introduction
The brand of Domino's Pizza is one of the most popular franchises in New Zealand,
which captures a major part market share of the fast food industry in New Zealand. Being one of
the popular Franchises in New Zealand, almost all the stores and outlets have high amount of
customer inflow. The sales have been boosted due to the fact that in the recent years, the
tendency of the New Zealand population has the tendency to depend upon the fast food types.
The major strength of the company is due to the fact that they are able to provide efficient
customer service which allows timely delivery of the food. The aim of the current research
proposal is to discuss about the reasons for poor level of sales of one of the stores of dominos
that is located in the Swanson Road in the city of Henderson. The outlets of the dominos in all
over that of New Zealand usually have high level of sales due to the popularity of the brand
within the nation. The major cause of the popularity of the brand is due to the fact that they are
able to provide high and effective quality of customer service.
Nevertheless, the store of Dominos that is located in the Swanson road of Henderson has
been reported to have poor quality of customer service that has compromised upon the brand
reputation. This has lowered the total volume sales in the Domino's Store. Customer satisfaction
survey will be conducted by the researchers, which will help them to identify the particular cause
of poor level of customer satisfaction. The proposal also will suggest ways of the Domino's store
to improve upon their sales by bring about changes in the customer service quality.

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Research Aim and Objectives
The aim of the research is to investigate upon the cause of poor sales level of the Domino's store
that is located in the Swanson Road in the city of Henderson.
The following are the objectives of the Research:
 To identify the problem faced by the Domino's store
 To conduct study to improve upon the rate of customer satisfaction
 To investigate upon the sales of the company
 To find ways that can help in the process of creating positive relationship between
customers and staffs of the store.
 To find a solution to improve upon the sales
 To improve the system of customer feedback
Research Questions
 What are the different ways of maintaining customer satisfaction?
 How to the staff of the Domino does Store behave with the customers?
 How it is possible to measure the rate of customer satisfaction?
 What is the relationship between staff and management of the Domino's Store?
 What are the ways that can be implemented the business plan of the Domino's Store to
increase the level of sales?
 How is it possible to improve upon the customer satisfaction rate for the Domino's store?

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Literature Review
Introduction
The aim of the current literature review is to discuss and conduct critical analysis of the
fast food industry of New Zealand. Detailed statistics about the total sales and revenue of the
Fast Food Industry is also analyzed within the report. The future Trends within the industry will
also be discussed in the literature review section.
Fast Food industry of New Zealand
As per the report of Prentice et al., (2014), the Fast Food Industry of New Zealand is
growing at a rapid pace, which provides opportunity to all the fast food brands to establish a
healthy reputation and improve upon their sales volume. The culture of the New Zealand, which
is currently focusing upon consumption of fast food, is mainly due to the fact that large numbers
of brands have entered into the fast food industrial chain. Watson et al., (2014), have added in
the context that the average level of spending of per family in the New Zealand on fast food
products is estimated to be around $2000 per year.
There is also the tendency among the customers to prefer the brands with fast and quicker
service. Hence, one of the major aims of all the fast food brands in New Zealand is to provide
better and fast service. Few of the major foods that are popular in the Fast Food Industry of New
Zealand include pizza, burger and various other types of beverages.
According to Cui and Basnet (2015), there are various factors, which decides upon the
high volume of sales within the fast food industry of New Zealand. This includes the excellent
quality of customer service, which can be obtained from the stores of all the major fast food

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brands. It is important to mention in the context that in most of the cases, the stores of the fast
food brands is dependent upon self-service of the customers. This is one of the major reasons,
which is responsible for quick and fast delivery of food. It is also essential for all the plants are
fast food chains to have the service of home delivery, which has helped them to improve upon
the volume of sales. It has been also seen that the total volume of sales have been increased due
to the fact that lesser number of staffs are needed to deliver customer service within the fast food
restaurants. It is also possible for the fast food restaurant to reduce the cost of employing
working staffs.
Mohsin and Lengler, (2015), have mentioned about the importance of technology, which
has helped in the development process of the providing better quality of service to the customers.
The development of Technology is applicable with the fact that it has helped in the process of
developing The Ecommerce business of the fast food brands. With the development of
Smartphone applications, it is possible to order their food through online platforms. According to
the report of Smith et al., (2014), with the introduction of online food ordering system, the total
volume of sales in the fast food industry of New Zealand have improved by a level of 34%.
Throughout the region of the Asia Pacific, Fast Food Industry of New Zealand and
Australia is considered to be one of the most mature markets in its domain through all parts of
the globe. It can also be said that compared to the low population in the New Zealand region, the
total volume of the fast food consumption is quite high. As per the report in 2014, on average
every person in New Zealand consumes 2 to 3 kg of Fast Food per year Mhurchu et al., (2016).
Few of the fast food band chains that exist within the fast food industry of New Zealand include
KFC Domino's Pizza Hut and McDonalds. These major brands occupy almost 40% of the market
share in the fast food industry. There also has been an increase demand for the Asian fast foods

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within the market of New Zealand, which is mainly due to the fact that total number of Asian
immigrants is increasing in the nation.
Mohsin and Lengler, (2015), have mentioned about certain key trends, which are
responsible for the change in the fast food industry of New Zealand. The major factor that
includes within the industry includes Health and Wellness trends, which has currently become
highly popular among the regions of New Zealand. Due to the increase in demand in the fast
food, there have been a major health issues among the population of New Zealand. There are
special health policies implemented by the New Zealand government, which are aimed to
scrutinize the quality of food that are being sold from the stores of the fast food brands. In this
context, it is essential for all the brands of Fast Food stores to take proper action against to
ensure the quality of the food (De Vogli et al., 2014). Moreover, it is also relevant to mention
that people of New Zealand being self-aware about the matters related to health, it is important
for all fast food brands to improve upon the quality of the food and raw materials that are used. It
is also essential for them to use organic materials in the preparation of the food, which will
minimize the risks of spreading of food contaminated diseases. Nevertheless, it is also important
for the fast food brands to ensure that the taste of the food, which is one of the main highlighting
point about fast foods are not being compromised due to the use of organic healthy materials.
According to Lang and Heasman (2015), it is essential for the fast food chains to focus on
the use of the local food flavors that can help to improve upon the popularity of the food. With
the use of the local food flavors, it is possible to improve upon the reputation of the brands and
the popularity among the local people. It is essential for all the fast food brands, to have special
marketing policies to attract the youth generation. This can be done with the help of providing
faster customer care service and quick mode of delivery. The target group of customers for the

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fast food brands includes all the working section of the population. It is also relevant to mention
that due to the fact that more people are moving towards the urban region, it is providing
opportunity for the fast food brands to improve upon their total volume of sales.
Domino’s in New Zealand
The brand of Domino's has established their franchise in New Zealand fast food market
and has more than 500 stores all over the nation (Sacks et al., 2015). The brand has been able to
make use of the business opportunity that exists within the Fast Food Industry of the nation. The
company has been able to make use of the culture within the nation, and improve upon their
business policies. One of the major competitive advantages that Dominos have gained over the
years in the fast food market of New Zealand is due to the fact that we are able to provide service
at much faster rate.
The company is also among the top 5 fast food brands in the fast food market of New
Zealand with the market share of 9% in the Fast Food Industry. The Dominos has been able to
initiate effective delivery system, which is one of the major causes of success for the company.
It is relevant to mention in the context that poor level of customer service is responsible
for low volume of sales in the store of Swanson Road in the city of Henderson. The behavior of
the store staff was also not up to the mark, which discouraged the customers to visit the store.
Gaps in the existing literature
The current literature have described well about the current scenario in the Fast Food
Industry of New Zealand. Nevertheless, the major gap in the existing literature is due to the fact

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that it has not highlighted upon the future Trends or contingency measures that fast food brands
need to adopt in order to sustain in the consumer market of New Zealand.

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Research Methodology:
Introduction:
This chapter offers an elaborate and detailed idea about the research methodology as
adopted by the present research in order to collect the necessary data. In order to ensure that the
research is authentic and the conclusion absolutely reliable, it is highly important to ensure that
the most effective and suitable data collection and data sampling methods are being adopted.
Thus, this specific chapter of the dissertation aims to show what and how the information were
being collected for the research as well as what exactly are the kinds of instruments that had been
used in the data collection process.
Research Philosophy:
The research philosophy is an important part of the research process, as it explains the set
of beliefs and ideas that underlie a specific research. There are three kinds of research
philosophy- Positivism, Interpretivism and Realism. The present research study employs the use
of Interpretive research philosophy, as it intends to develop an understanding of consumer
buying behaviour of the consumers of Domino’s Pizza at 2/260 Swanson Road, Henderson, and
interpret their consumption pattern in the light of recent marketing strategies adopted by
Dominos at Henderson. The Interpretive philosophy will help in gaining insight into the crucial
factors that are affecting consumer satisfaction of Domino’s Pizza, at 2/260 Swanson Road,
Henderson.