Dominos Order Station

Dominos is a well known brand of pizza in India and is famous for its home delivery within 30 minutes. The model they have applied has been successful till date and they have successfully created a point of differentiation for their brand.

I noticed a gap in their home-delivery model and can think of a promotional strategy to fill this gap. The basic model of Dominos is that they take order from three routes

1.      Phone call

2.      Internet

3.      Visiting their outlet

After the order is taken, the pizza is delivered to your address within 30 minutes. Now the gap exists in tier 1 and tier 2 cities. These cities have low penetration of internet and even if the consumer has an internet connection most of them are not so net savvy. Being a tier 1 or tier 2 city, there won’t be many Dominos outlets in the city. Thus we can conclude that phone call is the only viable way for placing orders for them. Now I want to ask you a question, how many of such people will have Dominos phone number stored in their mobiles. Even with my friends, whenever we want to order a pizza we search for the number on the internet. Although the delivery side is smooth but the order taking mechanism needs a new strategy.

The solution for the problem is Dominos order stations. A Dominos order station is a simple kiosk or a vehicle where Dominos representative collects orders from the consumers and forwards them to their main store who delivers them within 30 minutes. There are two distinct advantages of this new methodology

1.      There will be far more orders and first time consumers can easily place orders and try Dominos

2.      It is a promotional activity which will enhance the presence of Dominos in the city

Such simple innovations can turn out to be real game changer for Dominos.