Professional Documents
Culture Documents
Price consumers pay Change the hook- time to Temperature color changing
dependent on temperature temperature on delivery scale at delivery
Driving frequency
I want something
new today!
I have graduated!
Dominos Esperienza
Dine-in exclusives Ambience
a flagship store
Relevance of Positioning
Split TV campaigns
Staggered Deliveries
Q&A
Given the objective was to understand Usage & Attitude of existing and
potential consumers, diagnosing Triggers & Barriers were key
Therefore Qualitative research via
In-depth consumer interviews
Interviewed the following segments :
Current consumers New to category consumers
Defined as : Not consumed Pizzas in the past
1 year
Objectives :
Drive frequency of existing customers to gain more share of OOH consumption
Increase penetration by acquiring new consumers who are new to category
Amplify current positioning theme and increase in relevance
Fortifying dine-in business in India
Customer speak Barriers to consumption
Pizza Nonconsumers
My parents are not fond of
We prefer a biryani We feel anything that is home-
Pizzas as they are unhealthy- plain
much more than Pizzas; delivered would not taste well
maida and cheese; we have not
as they are since it was made much before
ordered-in anything in the last one
real Value for money I like my food hot & fresh
year or so
* Pizza Non consumers defined as someone not consuming Pizzas in the Past 12 months
For a meal with the family,
The service at Kamats better than It is a very hurried and uninviting
Id prefer to go to
what I get at Dominos experience
a restaurant
Perceived loss of taste from Oven to Home : Hotter the food, better its taste
According to our findings, new to category consumers especially in Tier 2/3 cities
felt that the taste of food is directly proportional to how hot it is. While ordering in,
they have a perception that food is not fresh as it has traversed 30 odd minutes
from oven to home.
Also, make Price consumers pay dependent on temperature rather than time.
This will enhance engagement and help breaks a key mindset barrier
New consumers who still have to get on to the Pizza bandwagon witnessed a poor
Ad recall, with most of them only remembering the 30 min Paresh Rawal starrer
The new consumers therefore need a stronger reason to engage with the brand,
hence should be also communicated about more functional parameters such as
product offerings & price points
Tier 2 /3 markets can be exposed to a slight variant of the current campaign on both
a functional & an emotional plank using a Split campaign Amagi.com, an
organization that helps localize campaigns by targeting specific cities
Give them strong reasons to engage -
Expand the concept of sharing
Enable and offer community events such as Birthday parties, sport matches,
guests at home to increase rishton ka time
Introduce concepts like staggered deliveries for parties short eats and
beverages in 1st round, pizzas & other mains in the 2nd & desserts in the 3rd
and final round of delivery
Referral Domino effect - incentivize referring consumers in the form of
loyalty points or freebies with next order following referral (to be checked
against address & phone numbers)
Driving Frequency
Innovation of pizza button hardware button/phone to order favorite pizza in just
one click
Short Eats
Currently what is working for the consumers are offerings such as Indianized Taco,
Pasta etc. Therefore, we should increase variety of offerings within Short eats
Customers like experimenting and want to have variety in what they eat. They also
want to have potato based eats which can be had as a side.
Other short eats (like Pasta) should be made more meal-appropriate and not
relegated to a side order quantity. This will also result in spreading consumption
away from meal occasions ; increased day-part consumption.
Have foreign sounding names BUT familiar taste, enhancing new trials and repeat
Flavors
As mentioned above, consumers are like experimenting. Thus having and more
importantly highlighting variety of flavors and toppings would get them excited.
The option of making your own pizza should be highlighted have the counter
upfront like Subway so that consumers can pick and choose
Loyalty Programme
In addition to having the Precision marketing, introduce loyalty program to
track and entice consumers
Give them a sense of earning rewards and then getting a discount based on
those earnings
We can tie in social media accounts to better track and target these
customers as well
Even family and friends could be tied in as mentioned in the positioning
slide
Day Time Targeting
Creating more occasions to consume the pizza
Variety in offerings (Pizzas, short eats etc) will enable day part
consumption to be spread across rather than at some points of the day
Fliers scented with the aroma of Pizza as Aroma a key impact parameter
that drives Overall likeability in this category increases engagement,
breaks the clutter and serves as a strong mode of recall
Fortifying Dine-in
New format store Dominos Esperienza as a flagship store,
which
These new outlets will serve as image leaders for Dominos.
They will be aspirational for a bulk of the existing consumers.
It will be an upscale restaurant with a more authentic Italian
experience
We would have only one or two such outlets in every city. -
They would then be amplified via media channels to serve
their critical function of changing the perception in the
consumers minds that Dominos is not a Restaurant
The experience at an Esperienza outlet can be made more
engaging by educating customers on the history of Pizzas,
best baking tips for pizzas. This will enable Dominos to gain
domain expertise in the mind of the consumers as well.
Fortifying Dine-in
Ambience
Improve service levels. Expectation-delivery mismatch - Current consumers said that they
receive better service at a Kamats Restaurant!
More welcoming atmosphere. Have ambient music playing to drown out the noise from
customers
Basic cutlery should be provided
serve the pizzas on wooden boards rather than boxes. This gives them an added incentive to come to a
store rather than eating it at home
Have the pizza making process a little more visible to the customers it is currently hidden
and thus still a black box for the consumers
Dine-in exclusives
Special Coupons redeemable only in store driven by precision marketing
Customized food which is possible only in dine in eg. sizzling brownie/pizza
Pizza ready buzzer via apps provide a buzzer for customers which beeps to know when
pizzas are ready; moving away from the usual digital coupon number display which leaves the
customer looking and waiting.
It could serve as an attraction for kids as well
Have an engaging make your own pizza which could be based on Virtual Reality
(http://bit.ly/1iuUmfA)
Photo-booth & Social Sharing Kiosk at the stores enable customers to keep memories of the
fun time with loved ones at the store (and also share it via social media)
Relevance of current positioning