LỜI MỞ ĐẦU: Ẩm thực hay hiểu đơn giản là ăn và uống, là chuyện đời thường, vô cùng gần gũi với chúng ta. Ẩm thực ngày nay nhận được rất nhiều sự quan tâm từ mọi người. Từ ngày xưa, ông bà ta đã rất coi trọng việc ăn uống, chúng ta có thể thấy được qua những câu ca dao, tục ngữ như “ có thực mới vực được đạo” , “ học ăn, học nói, học gói, học mở”… Ngày nay khi cuộc sống ngày càng phát triển, nhu cầu ăn uống ngày một cao hơn, ẩm thực nhận được nhiều sự quân tâm hơn, nhờ vào đó ngày càng đa dạng và hoàn thiện hơn. Nói đến ẩm thực thì cụm từ “ thức ăn nhanh” không còn xa lạ gì với chúng ta vì sự phổ biến của chúng trên toàn thế giới.
Thức ăn nhanh có những món như: pizza, gà rán, khoai tây chiên,… luôn tạo sức hút trên toàn thế giới, vậy nên rất dễ để chúng ta bắt gặp những cửa hàng bán đồ ăn nhanh. Một trong đó phải nói đến chuỗi cửa hàng Domino’s Pizza – Thương hiệu Pizza số 1 Thế giới, nay đã có hơn 10000 cửa hàng trên toàn thế giới tại hơn 74 quốc gia. Domino’s Pizza thành công vang dội cùng với độ nổi tiếng rất lớn, phủ sống trên toàn thế giới đã gây ra làn sóng pizza trên toàn thế giới và ngày càng có thêm nhiều đối thủ cạnh tranh trên thị trường. Bên cạnh đó, Domino’s Pizza còn gặp nhiều vấn đề chưa giải quyết được có thể làm doanh nghiệp bị “đào thải” khỏi thị trường nếu không khắc phục được.
Vậy nên, chúng em ở đây để cố gắng hỗ trợ, đưa ra giải pháp khắc phục tình trạng, vấn đề mà doanh nghiệp đang gặp phải bằng cách lên kế hoạch, chiến lược cụ thể, chuyển đổi số để giải quyết tốt nhất, giúp tập đoàn Domino’s Pizza giữ vững vị trí và ngày càng phát triển. lOMoARcPSD|15978022 PHẦN 2: NỘI DUNG I. Overview of the business I. About Domino's Pizza Pizza restaurant chain and an international franchise company based at Domino Farms Office Park (owned by Domino's Pizza co-founder Tom Monaghan) in Ann Arbor commune.
, Washtenaw County, Michigan, USA, near Ann Arbor, Michigan. Founded in 1960, Domino's is the second largest pizza restaurant chain in the United States (after Pizza Hut ) but the largest in the world with more than 10,000 members and franchises in 70 countries. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004. Company: Domino's Pizza, Inc.
Established: 1960 Headquarters: Ypsilanti, Michigan, USA Industry: Catering Products: Pizza, Pasta, Sandwich, Fried Chicken Service: Food delivery Website: https ://domino s.com/ Domino's Pizza, Inc., trading as Domino's, is an American multinational pizza restaurant chain led by CEO Richard Allison. As of 2018, Domino's Pizza has around 15,000 stores, with 5,649 in the US, 1,500 in India and 1,249 in the UK. Domino's Pizza has stores in more than 83 countries, in 5,701 cities worldwide.1: Tổng quan về Domino’s Pizza 1. Domino's Pizza Brand History The story of Domino's Pizza begins with two brothers named James and Tom Monaghan who opened a small pizzeria in Michigan called Dominick's.
The pizzeria was initially run by both men until James decided to sell his shares for fear of a heavy bank loan, leaving Tom to manage the business. Tom later bought two more pizzerias, he wanted to expand the brand but the original owner of Dominick's forbade him from doing so that's why he later improved its image and changed its name to Domino's Pizza in 1965.1: Tom Monaghan_ Người sáng lập ra thương hiệu Domino’s Pizza Tom Monaghan's business path was not favorable, his mother sent him back to the orphanage with his brother and did not support his dream. When starting a business, he encountered many difficulties from lack of business capital, to bank loans, the company headquarters was burned by fire, involved in lawsuits, and stood on the brink of bankruptcy. Even had to hand over the business to the bank for a year, but the situation got worse.
Tom Monaghan has overcome all with the bravery of a talented businessman, rebuilding a billion-dollar pizza empire that has always existed and developed to this day. The original pizzeria's logo had three dots representing the three original stores in 1965 and Tom wanted to add a new dot every time he opened a new branch but his idea faded because of business growth. By the end of the 70s, Domino's Pizza had a total of 200 franchised pizza branches across the United States. And in 1983, Domino's showed it was ready to go global when it opened its first international branch in Winnipeg and that same year the company opened its 100th store in Vancouver, Washington .2: Thương hiệu Domino’s Pizza Even as they have locations in different parts of the world, Domino's Pizza remains a traditional company.
In the face of fierce competition with other brands that forced them to add a wider variety of dishes to their menu, Domino's Pizza only had one type of pizza crust where the dough was shaped by tossing and pulling, and they only had two sizes of dough. In the 1990s, the pizzeria introduced the first non-pizza item on its menu, which was bread and chicken wings. And in 1996, Domino's Pizza announced its website and claimed nearly $3 billion in global sales. The following year, the company revamped its stores with a new look and a new logo.
In 1998, Domino's founder and CEO, Tom Monaghan, announced his retirement after 38 years of ownership. He sold nearly 93% of Domino's Pizza to Bain Capital Inc. for a billion dollars. And since then he is no longer involved in the day-to-day transactions and operations of the company.
How did Domino's Pizza "change blood" and revive? Domino's Pizza replaced the new president, Patrick Doyle at the end of 2009, shortly after taking office, this president made a statement that surprised everyone Downloaded by Quang Quang (khoa31141020806@gmail.com) lOMoARcPSD|15978022 with the honesty in a promotional video shared by Dominoong. that "Domino's is degrading that Domino's pizza is terrible, no real cheese, the crust is chewy like a cardboard box It's really horrible food. " Usually in any advertisement the brand is always exaggerating, showing the best aspects, but it is rare for a brand like Domino to be so honest, almost in the second half of the promotional video. are all criticisms from customers about the quality of pizza here, the brand wants to show that they really listen to those opinions.3: Chủ tịch mới của Domino’s là Patrick Doyle In addition, the brand advertisement also says that Domino's chefs are using completely new recipes to create different sauces combined with cheeses.
Instead of traditional sauces, they are creating new flavors using garlic, basil, red pepper and oregano. At the same time, the crust also adds more butter, garlic and herbs to enhance the flavor of the cake. The results of the new president's unique promotional campaign were beyond imagination. Around 2010 the stock of Domino's Pizza was only at $8.76, but by 2015 it had skyrocketed to $105.
This shows that Domino's Pizza has been well received by consumers thanks to its boldness. of the communication Downloaded by Quang Quang (khoa31141020806@gmail.com) lOMoARcPSD|15978022 campaign along with the significantly improved quality of pizza helped the company expand its business model when it opened a branch in Italy. Domino's Pizza decided to hit the Italian market even though this is a place that is already famous for pizza because they are leading the latest technologies applied in the current business model that gives the company a competitive advantage with other opponents. In addition to improving product quality, Domino's also improves service quality when designing a very special pizza truck that allows customers to order food when texting with emoji Domino's Pizza's strength is its delivery service.
is a core part that affects business operations, so it is extremely focused on Mr. The wheeled delivery vehicle became a symbol associated with the Domino brand.2,4: Chiến lược quảng cáo thành công rực rỡ This new president always develops his brand with the mind not only of a pizza shop but also of quality in the delivery service. For fast-food foods, price and delivery speed are paramount. Through the administration and management of President Patrick Doyle, we can see that in order to change a brand and improve a product, it is necessary to Downloaded by Quang Quang (khoa31141020806@gmail.com) lOMoARcPSD|15978022 avoid two taboos that are ignoring prejudice and fear of loss.
Where prejudice is ignored is the tendency to act realistically, and fear of loss is the tendency to maintain the status quo in order to preserve the gains. In business, you must know how to accept risks to be able to create breakthroughs and necessary changes for the company. With the fierce competition of today's society, if you just stay in the safe zone, you will forever "stomp on the spot" and even be left behind with that era as the most dangerous action. It is the revival of Domino's Pizza that is living proof of that, they are willing to take risks to have breakthroughs and development opportunities like today.5: Domino’s Pizza không chỉ bán pizza còn là một thương hiệu giao pizza 1.
Vision and mission: 1. Vision At Dominos Pizza, our philosophy is to exceed our customers' expectations through our ten fundamental principles, Vision and Guidelines. As a leader in our field, we adhere to high ethical and ethical business principles. We constantly challenge ourselves to be the best.
Our vision is that we are world people. Downloaded by Quang Quang (khoa31141020806@gmail.com) lOMoARcPSD|15978022 Special people on a mission to be the best pizza delivery company in the world Become number one in pizza and number one in everyone. To achieve this vision, Domino uses the following strategy: Hình 1.1: Visions of Domino’s Putting people first: Dominos team members are the backbone of the company. To be the best pizza delivery company in the world, we need to treat Team Members appropriately: rewarding dedication and hard work with opportunities for personal and career growth.
Building brand stores: Domino's must continue to grow by looking for opportunities to strengthen existing markets and build stores in new markets. Downloaded by Quang Quang (khoa31141020806@gmail.com) lOMoARcPSD|15978022 We must also continue to strengthen our brand through providing exceptional quality and service. Achieving perfection: To exceed customer expectations, Dominos needs to strive to execute store operations perfectly. Every order must go out the door quickly, accurately, and of the highest quality possible, creating and retaining loyal customers.
Maintain high standards: We have set very high quality standards. We must ensure that those standards are being met at every step of the process. Goals and core values: At Domino's Pizza, the values are summed up in a hymn sung in their stores: “Sell more pizza have more fun” Domino's also aims to add value to the communities they serve by designing their stores expressively, using locals, showing respect for the environment, encouraging members of the community. Their team takes care of citizens, learning their skills into schools and colleges supporting local organizations Domino's Pizza responds to hundreds of requests each year from organizations seeking help.
Domino's is a purpose-inspired and performance-driven company with exceptional people who are committed to feeding the power of possible, one pizza at a time. At the heart of our brand is a set of values that define our core beliefs on how we run our business, treat our people, support our franchisees and serve our customers: Downloaded by Quang Quang (khoa31141020806@gmail.com) lOMoARcPSD|15978022 Hình 1.