Analyzing Domino's Enterprise Transformation and Innovation Strategies

This report provides an in-depth analysis of Domino's Pizza's enterprise transformation and innovation journey. It begins with an introduction to Domino's, followed by a discussion of its evolution from a traditional delivery system to a modern e-commerce platform. The report examines the external and internal factors that influenced Domino's transformation, including the introduction of online ordering, the Pizza Builder, and the Domino's Tracker tools. It highlights the company's 30-minute delivery guarantee and the 8 mantras that guide its operations. The report also explores the application of Business Transformation Management (BTM) disciplines to Domino's case, the transformation process, and the factors contributing to its success. The report concludes with recommendations for future strategies, emphasizing the importance of online platforms and brand image.

Running head: ENTERPRISE TRANSFORMATION AND INNOVATION
Enterprise transformation and innovation
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1ENTERPRISE TRANSFORMATION AND INNOVATION
Introduction
Dominos is an American multinational pizza restaurant chain that is founded in the
year 1960. The company was headquartered at the Domino’s farms office park in Michigan.
Domino’s in the year 2007 introduced its Veteran Delivering the Dream franchising program
to serve the customers.
Discussion
Initially the dominos delivery system was extremely redundant in nature whereby the
target customers had to go to the outlet store themselves in order to order for a pizza.
Customers had to call the nearby Dominos in order to order pizza for home delivery.
Customers were given the options of the items over the telephone for placing the final order.
The delivery persons appointed for working in the company did the delivery of the food item
within 30 minutes of time from the time of delivery (Riel-Dalpe et al 2015).. Dominos had an
exclusive and unique feature of pizza delivery. They introduced the feature of delivering the
product to the house of the customers without any cost if the deliveryman failed to deliver the
pizza within the stipulated time.
E-commerce had started to grow all over the world. in order to cope up with the fast
growing markets of the food industry Dominos in the year 2007 introduced the online
delivering of the pizza and revolutionized the online delivery experience by launching the
innovative Pizza builder and Domino’s tracker tools. Dominos has introduced an online
ordering platform for the customers to order from their home and chose the pizza, the
toppings, and the deserts from the online portal itself. Domino’s pizza has started a 30-minute
policy for their home delivery service from the time of the order. If the time taken for
delivering the order goes beyond 30 minutes, the pizza costs free if the price of the pizza is

2ENTERPRISE TRANSFORMATION AND INNOVATION
less than Rupees 300. When the bill amount is more than rupees 300, rupees 300 is deducted
from the bill amount and the customer is asked to pay the remaining amount. When a
customer orders in a bulk, that is more than 4 pizzas, the guarantee of delivering within 30
minutes from the time of delivery does not apply. Thus, all the processes of Domino’s are
geared to meet the 30-minute deadline for delivering pizza. Dominos follows the 8 mantras.
They make it a point of baking one or two pizzas within 6 minutes (Bhatnagar and Kushwah,
2013). Right after the customer places the final order, the order flashes on the kitchen screen.
The pizza maker makes a note of the order and starts the job right then. After the process of
baking, the pizza is delivered to the routing table where the pizza is being packed as per the
order in the pizza delivery boxes called as the warm bags. 6 to 7 people are deployed in the
process that depends on the size of the store. Thus, from the time of the order to oven, the
time taken in not more than 4 minutes and the entire process of baking takes the time of
maximum 6 minutes. Another 5 minutes is wasted for packing the pizza in the warm bag.
Thus, the delivery time should not be more than eight minutes and the total time taken for the
delivery are thus 23 minutes. Domino’s has also designed a seven minutes buffer time for the
employees in case of any emergency, unforeseen traffic and rains. This process of pizza
delivery is thoroughly followed by the 552 stores of Domino’s. The company has also started
an application or website of their own for an easy process of ordering of pizza online for the
customers (Groeneveld, Wesseler and Berentsen, 2013). The customers can directly
download the application and order their pizza. Payment process is administered by paying
through card or cash or other online payment portal.
Conclusion
Thus, the pizza delivery process of Domino’s has transformed over the time and has
been highly successful for the company. The online portal helps the customers in informing

3ENTERPRISE TRANSFORMATION AND INNOVATION
about the food quality, duration of the food preparation and when the food is ready to be
delivered to the customer (Jones, 2017). The online process of food ordering and in turn
delivery has helped Domino’s in increasing their sales and in turn the profit margin of the
company. With the progress in the online platform in this industry, Domino’s has increased
its popularity and brand image. It has been a great success for the company as it became very
popular in the entire world.

4ENTERPRISE TRANSFORMATION AND INNOVATION
Reference
Bhatnagar, V.K. and Kushwah, D., 2013. Customer Satisfaction at Domino’s: An Empirical
Study in Gwalior Region.
Groeneveld, R.A., Wesseler, J. and Berentsen, P.B., 2013. Dominos in the dairy: An analysis
of transgenic maize in Dutch dairy farming. Ecological Economics, 86, pp.107-116.
Jones, T., 2017. International commercial drone regulation and drone delivery services (No.
RR-1718/3-RC). RAND.
Riel-Dalpe, M., Rolph, R., Deguire, A., Boisvert, R. and Depault, M., 8242186 CANADA
Inc, 2015. Order delivery system and method. U.S. Patent Application 14/423,563.