Essay: History and background of Domino Pizza

14 Jan

Essay: History and background of Domino Pizza

Sample Essay

Domino Pizza is the second largest pizza chain in U.S with its headquarters in Ann Arbor, Michigan in the United States. Domino Pizza was started by two brothers, James and Tom Monaghan, who purchased a small pizza store by the name of DomiNick’s.  This store was located in Ypsilanti, Michigan. The down payment was only $75 and $500 for paying for the store.

After eight months in business, James sold his share of the business to his brother for a Volkswagen Beetle. It therefore followed that Tom remained the sole owner of the business since then and he changed the name of the business to Domino’s Pizza, Inc. In the year 1967, the first store for this newly named store was opened in Ypsilanti. Original plans were to add a dot to the company logo every time a new store was opened but this plan did not stay for long since there was rapid growth of the company as the 200th store was opened in 1978. This implied that the strategy of having a new dot for every store opened became tedious and cumbersome. Very fast growth for this company was evidenced in the year 1983 in which the 100th store was opened as well as opening branches in Winnipeg and later in Brisbane in Australia. Although this growth was fast, there was a weakness with the company; it was so traditional since the pizza they sold, the regular pizza, was streamlined and simple. The main aim of this firm has been to provide pizza to people and because of market demand and competition; they have been forced to modify their pizza to fit into the demand in the market. Most of the marketing policies have also been changed. For instance, it was initially stated that any pizza delivered thirty minutes after its order will be free. This has been altered to stating that any customer who is dissatisfied with his or her order should be refunded or given another pizza.

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