Hospitality and Tourism Service Management: Domino's Blueprint Report

This report provides a comprehensive analysis of Domino's service blueprint in Australia, outlining the operational activities and processes involved in delivering services to customers. The report details the five key steps in service blueprinting: physical evidence, customer actions, employee on-stage actions, contact backstage actions, and support processes. It examines how Domino's utilizes telephone services, stores, and online booking for customer connections, and details customer actions like placing orders and receiving notifications. Employee actions, both on-stage and backstage, are explored, highlighting their roles in preparing and delivering orders. Support processes, including order status updates and feedback mechanisms, are also discussed. The report concludes that a well-defined service blueprint is essential for identifying flaws and improving B2C operations, ultimately enhancing customer satisfaction. The analysis includes references to key academic sources supporting the findings.

Running head: HOSPITALITY AND TOURISM SERVICE MANAGEMENT
HOSPITALITY AND TOURISM SERVICE MANAGEMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................2
Service Blueprint........................................................................................................................2
Conclusion..................................................................................................................................4
Reference....................................................................................................................................5

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Introduction
The service blueprint diagrams refer to a process of mapping the structure of a
company’s operational activities. The procedure is adapted to optimize the performance
analysis that a company is rendering to the customers as service. This paper is aimed to
describe the service blueprint of Domino’s in Australia.
Service Blueprint
The process of generating a service blueprint involves 5-steps. Finding the support,
defining the goal, research gathering, mapping the blueprint and refining the distributives are
the essential elements of process (Trkman et al. 2015).
The following is the service blueprint of Domino’s Australia:
(Source: Dominos.com.au. 2019)
Mapping the blueprint again goes through 5-steps:
1. Physical evidence (Setting up): It refers to the processing of connecting channels
with the customers (Kazemzadeh, Milton & Johnson, 2015). In Domino’s, the

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procedure through which customers can connect to them are through the telephone
services, stores or online booking. The organisation of concern has to be aware of
their professional codes for dress design, store design, assigned drivers, logo of the
company, design of the pizza box and systems of order taking.
2. Customers Action: The activities performed by consumers in order to access the
service are referred to customer actions (Kanyan, Ngana & Voon, 2016). The
customer places order for the service, and eventually gets notified when Domino’s
accept the deal. The customer then either has to pick up the order from the store or
gets it delivered by the delivery driver.
3. Employee On-stage Action: The employees at this stage has some actions to perform
that carry forwards their service rendering. After the order has been received in the
centre, the employees get ready to prepare for making the pizzas and either delivers to
the customer in store or by home delivery packaging.
4. Contact Backstage Action: The interactions in the backstage refer to the actions
carried out for generating the service for customers (Javaid et al. 2017). The
backstage actions consist of receiving the orders from customer and notifying them
with confirmation message. Post-completion of the order, the customer is notified
again. If the customer comes at outlet, the package is directly handed-over to them or
the delivery executive notifies the customer to deliver the parcel at their home
address.
5. Support Processes: The process that is supported post-completion of backstage
interactions like planning, delivering, getting feedback (Wang, Lee & Trappey, 2017).
Being notified with the order status or query, support process relay the information to
the cook. The process of cooking is conducted and the order is packaged. The order is

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then put on hold for customers to collect it or the delivery executive. If it is a home-
delivery order, the final stage of order is dispatched to the driver.
Conclusion
Hence, from the basic introduction of service blueprint discussed above, it can be
concluded that in order to make a good track of services rendered in B2C operations, it is
necessary to analyse the existing process that identifies flaws and creates a pathway of
resolving the issue. With new demands and feedback arriving from customers, new
implementations can be made. Service blueprint is a map of chalking daily operational
activities and roles performed by each signatory stakeholders in concern.

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Reference
Dominos.com.au. (2019). About Domino's - Discover the story behind the brand. Retrieved 7
August 2019, from https://www.dominos.com.au/about-us
Javaid, A., Kurjakovic, S., Masuda, H., & Kohda, Y. (2017, July). Enabling digital
transformation in SMEs by combining enterprise ontologies and service blueprinting.
In International Conference on Serviceology (pp. 224-233). Springer, Cham.
Kanyan, A., Ngana, L., & Voon, B. H. (2016). Improving the Service Operations of Fast-food
Restaurants. Procedia-Social and Behavioral Sciences, 224, 190-198.
Kazemzadeh, Y., Milton, S. K., & Johnson, L. W. (2015). Service blueprinting and business
process modeling notation (BPMN): a conceptual comparison. Asian Social
Science, 11(12), 307.
Trkman, P., Mertens, W., Viaene, S., & Gemmel, P. (2015). From business process
management to customer process management. Business process management
journal, 21(2), 250-266.
Wang, Y. H., Lee, C. H., & Trappey, A. J. (2017). Service design blueprint approach
incorporating TRIZ and service QFD for a meal ordering system: A case
study. Computers & Industrial Engineering, 107, 388-400.