MBA401 Report: Domino's Pizza Australia Leadership Strategies

This report provides a comprehensive analysis of Domino's Pizza Australia's leadership, human resource practices, and employee engagement strategies. The report begins with an executive summary that highlights the key aspects of Domino's Pizza's market position and its focus on HR development. The introduction provides an overview of Domino's Pizza's operations in Australia. The discussion section delves into performance-related initiatives, such as culinary training and monetary incentives, and how they contribute to employee motivation and job enrichment. The report also examines Domino's organizational culture, emphasizing its focus on change, innovation, and sustainable development through initiatives like supporting local farming and using e-bikes. Furthermore, the report explores engagement-related initiatives, including employee involvement in business planning, community welfare programs, and the Domino’s Pizza Partners Foundation. Finally, the report concludes with recommendations for future growth, such as expanding into new markets and optimizing operational costs, and providing a summary of the key findings regarding the organization's internal functioning.

Running Head: PEOPLE, CULTURE AND CONTEMPORARY LEADERSHIP
PEOPLE, CULTURE AND CONTEMPORARY LEADERSHIP
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Executive Summary:
Domino’s Pizza Australia is amongst the leading name of food and beverage serving companies
and ranks second in the Australian market, with Pizza Hut being its strongest competitor in the
global market scenario (Weinstein, 2013). Domino’s Pizza has realized that to make it bigger
and better, the organization needs to constantly work on developing its human resource
management initiatives to witness an expanded market penetration as well as ensure a safe and
healthy work environment for its employees. Thus, in this project report primary focus would be
extended towards analyzing the firms performance related initiatives, culture related initiatives
and various employee engagement related initiatives that the firm constantly undertakes to
remain relevant in the dynamic business environment.
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Table of Contents
1. Introduction:.............................................................................................................................3
2) Discussion:..................................................................................................................................4
a) Performance related initiative...............................................................................................4
b) Culture Related Initiatives:...............................................................................................4
c) Engagement related initiatives:.............................................................................................6
3) Recommendations:..................................................................................................................7
4) Conclusion:..............................................................................................................................8
References:......................................................................................................................................9

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1. Introduction:
Domino's pizza is a very renowned name in International pizza Delivery Corporation. It is
considered as one of the largest pizza chain in Australia which is well accounted in terms of its
network store numbers and sales figures (Ramsay and Sandonato, 2018). The very first Domino's
store was opened in Australia and in the year 1983 (Jacoby, 2015) and the company completely
relies on providing exclusive and delicious pizza flavors and variety of other Western snacks as
well as mouth watering desserts. The markets experts opine that Domino's pizza has witnessed
rapid market growth and currently there are approximately more than 700 Domino's stores in
Australia (Hartley, 2015) making itself one of the biggest pizza franchise businesses in the
country. Thus, this project report will basically considered the organization’s overall internal
and external functions which would primarily include its performance related initiatives, along
with its culture related initiatives, its engagement related initiatives exactly what makes dominos
unique and attractive to its target market.

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2) Discussion:
a) Performance related initiative
It is a very known and proven fact that for any organization to survive, internal as well as
external forces which directly or indirectly affect the organization must be under proper control
(Fawkes, 2013). One such primary internal public of any business organization is its employees.
Considering the case of Domino’s Pizza Australia, the way it has branched itself and spread
across nation to become a global brand deserves bundle of acknowledgment and the credit must
be extended to the core managerial team who in turn help the employees to achieve their set
organizational target. The core managerial team has identified that one of the key factor which is
solely responsible for enhancing employee’s performance is motivation (Babnik, et al. 2014).
The organizational heads recognize the fact that for increasing employee’s turnover, it is not
sufficient to solely depend on the factor of input-to-output ratio. It is very necessary that the
employees are provided with substantial scope for job enrichment to increase employee
retention. Domino’s Pizza Australia does ensure this by offering special culinary training in
duration of three to four months to sharpen their product skills and keep them well updated with
the changing technology and its specifications. Monetary benefits in form of bonus and
incentives are other common measures employed by the firm in their list of performance related
initiative.

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b) Culture Related Initiatives:
Organization culture has been identified has one of the major building blocks for the
proper functioning of the organization which in turn determines the organization’s level of
success and failure . The culture decides exactly how the employees would interact in their work
place, what are the predefined policies of the origination and in a sense defines the varied
multiple ways that the business organization intends to excel in the market (Elsmore, 2017).
Particularly concentrating on Domino’s Pizza Australia the prime organizational culture of this
business firm incorporates the initiative of bringing change. The firm recognizes the need to
change and bring desirable innovations in its business practices to remain relevant among its
immediate competitor which is Pizza Hut (Hanson, 2017). As the consumer demand changed
significantly the organization become more aware about the excising nutrition laws of the land to
cater to the political needs which is a major influence in the external business environment.
Significant changes were observed in the menu of Domino’s Pizza in the late 90’s where along
with simple crust regular pizza’s there was the availability of medium and large size pizzas
along with drinks. Introduction of deep Pan Pizza was a major hit which almost changed the
growth history of Domino’s Pizza Australia. The organization culture predominantly now
concentrated at extending the best food delivery service and began with its 30 minutes policy
(Hight. and Wood, 2018). This policy stated that if pizzas were not delivered within 30 minutes
of the order made, it would be delivered completely free of cost. The organizational culture time
and again stressed on bringing new innovations like launching their own websites to making
innovative cardboard boxes which were equipped to keep the pizza warm , fresh and hot till its
delivery. The organizational culture can be interpreted as a democratic one where the employees
are significantly encouraged to participate in varied decision making and brain storming

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activities to help the firm understand and explore its real potentials. Another significant aspect of
Domino’s Organizational culture is its inclination towards initiating sustainable development.
The organization already has a proud history of being a staunch supporter of sustainable food
practices (Lloret, 2016). From supporting local farming initiatives to the use of e-bikes which
are efficient as well as environmental friendly, their waste reduction techniques by using
recyclable pizza delivery cardboard boxes and they wide spread community welfare initiatives.
All these together help to definite the existing organizational culture of Domino’s Pizza
Australia.
c) Engagement related initiatives:
Domino’s Pizza has always adapted an innovative and head turning approach for
increasing its market position as well as strengthening its employee base. The organization
completely focuses on building brand loyalty both for its internal as well as its external public.
The human resource management unit of the firm stresses on both monetary and non-monetary
initiatives in increasing the engagement of the employees. As Domino’s Pizza incorporates a
democratic organizational culture in its operation, it largely emphasizes on involving its
employees in the business planning process which in turn helps in maintaining transparency in
operation. It encourages its employees and team members to actively socialize outside the
workplace. One of the relevant example of this would be when the employees had suggested the
organization to develop some creative innovative plan for increasing their market penetration,
Domino’s came up with an innovative and engaging mobile game which was actually the brain
child of the employees. “The Piece of the Pie Pursuit” mobile Game came out to be a huge
success for the organization As already mentioned transparency and integrity are amongst the

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most valued aspects of the functioning of Domino’s Pizza. Other engagement related initiatives
include engaging the employees in varied community welfare initiatives like Domino’s Give for
Good Program (David and David, 2013). These community welfare initiatives not only help the
brand to improve its image in the market and build the brand loyalty of its customers but on a
larger perspective it makes the employees more sound and aware of their corporate social
responsibility and altogether helps them develop as individuals. Domino’s Pizza Partners
Foundation is another significant aspect of the organization which is a major employee
retention initiative. The foundation was created in the year 1986 (Brønn, 2014). This
foundations aims in building a “Team Members Helping Team Members” approach in state of
any crisis situation which may be personal or profession in nature.
3) Recommendations:
Since the very inception of Domino’s Pizza which is considered as a brain child of Tom
Monaghan and his brother James has grown from strength to strength. From going international
to rolling out its mobile and online ordering features. However there are certain key
recommendations that must be observed by the firm to make it even bigger and better. Firstly the
company must extend greater concentration of expanding its network coverage in India as well
as in China as the number of stores in these to populated countries seems to be quite low (Hearst,
2013). In order to enter these new market segment the firm must experiment with its flavors and
find potential business model to tap the new market segment either by a partnership, or through a
joint venture initiative or as franchise. Secondly to reduce operational cost the company should
bring a balance between the number of its franchises and owned stores. The company needs to
provide greater emphasis on employing skilled labor force and put greater emphasis on the

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quality of its staff rather than quantity to ensure optimum utilization of resources. Finally the
firm must innovate and build up more on its attractive advertising and promotional strategic
campaigns which would be country specific so that it can connect well with the target market
group.
4) Conclusion:
It is an undisputed matter of fact that Domino’s Pizza Australia has a very strong brand
image which has been an added advantage for the company to expand faster. Therefore the
human resource management unit of the company constantly tries to build around its employee
motivation and retention initiatives either through sharpening their skills or by acknowledging
their efforts or helping them relief their work stress through varied interesting employee
engagement activities. Thus this report thoroughly analyses on these certain key aspects to
understand the integral organization functioning and what makes the organization that it is today.

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References:
Babnik, K., Breznik, K., Dermol, V. and Trunk Širca, N., 2014. The mission statement:
organisational culture perspective. Industrial Management & Data Systems, 114(4), pp.612-627.
Brønn, P.S., 2014. Corporate communication. Corporate Communications: An International
Journal.
David, F.R. and David, F.R., 2013. Strategic management: Concepts and cases: A competitive
advantage approach. Pearson.
Elsmore, P., 2017. Organisational Culture: Organisational Change?: Organisational Change?.
Routledge.
Fawkes, J., 2013. What is public relations?. In The public relations handbook (pp. 19-36).
Routledge.
Hanson, C.C., 2017. Pizzapreneurship: A Creative Solution Directed at College-aged Consumers
to Enable Better Access to Little Caesars Pizza (Doctoral dissertation, Ohio University).
Hartley, S., 2015. Domino's dominate with digital design. Busidate, 23(3), p.2.
Hearst, M.O., Harnack, L.J., Bauer, K.W., Earnest, A.A., French, S.A. and Oakes, J.M., 2013.
Nutritional quality at eight US fast-food chains: 14-year trends. American journal of preventive
medicine, 44(6), pp.589-594.

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Hight, P. and Wood, B., 2018. How does organisational culture influence employee retention
within a landscaping business?.
Jacoby, D., 2015. Laboring for Freedom: New Look at the History of Labor in America: New
Look at the History of Labor in America. Routledge.
Lloret, A., 2016. Modeling corporate sustainability strategy. Journal of Business Research, 69(2),
pp.418-425.
Ramsay, I. and Sandonato, B., 2018. An Analysis of the Business Objectives of the Largest
Listed Companies in Australia, the United Kingdom and the United States. Company and
Securities Law Journal, 36(1), pp.98-110.
Weinstein, A. (2013). Principles of Global Niche Marketing Strategies: An Early Conceptual
Framework. In Handbook of Niche Marketing (pp. 47-86). Routledge.

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