Abstract

Domino’s Pizza is one of the world’s biggest pizza chains with 8,773 stores across 60 countries employing approximately 170,000 people across the globe as of December 2008. In spite of the global financial meltdown in 2008, Domino’s stood out as one such company that reported a strong growth in its international retail segment in the fiscal 2008. Analysts attributed the reasons for the growth of the company to its Master Franchise model of operations that allowed the company to diversify and minimize its risks in international markets while earning higher returns. The case discusses in detail the growth strategies adopted by some of the master franchises of Domino’s – Domino’s Pizza Group Limited (DPG) in the UK and Ireland, Domino’s Pizza Enterprises (DPE) in Australia and New Zealand, and Domino’s Pizza India Limited (DPIL) in India, Sri Lanka and Bangladesh, during the global economic slowdown in 2008.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the strategies adopted by Domino's to boost revenues in the light of global economic slowdown.
• Understand the master franchise model of Domino's and its advantages.
• Examine the important factors involved in achieving growth during a downturn.
• Understand the reasons for Domino's dismal performance in the US market.

Keywords

Domino's Pizza, Recession Resistant, Franchise-only Business Model, Recessionary Environment, US Fast Food Industry, Global Economic Slowdown, Downturn, International sales, Master Franchise Model, Franchise Format, Domino's Pizza Group, Domino's Pizza Enterprises Limited, Domino's Pizza India Limited, Promotional Campaigns, Pizza Mania Campaign, 30 minutes Promise, Variable Funding Notes, The Big Taste Bailout, Secretary of Taste, American Legends, Same-store Sales