Fast food icon Domino’s Pizza Enterprises has boosted its global food sales by a massive US$151.3m to US$1.58bn. The impressive Domino’s results were unveiled at the company’s half-year 2020 presentation, which also revealed the brand is on track to crack $3bn in global sales this financial year.
In the Australian and New Zealand market, Domino’s reported a 3.5 per cent lift in-store sales to $613.2m, with six new outlets added to the mix, but it hasn’t been an easy half for the Australasian venture.
Reports of franchisee dissatisfaction and dwindling store profitability saw the chain’s decision to reintroduce the $5 value range into question. However, Nick Knight, Domino’s Australia/New Zealand CEO suggested the return of the value range was the driving force behind the increase in sales.
“We have listened to our customers and returned our value range to $5 nationally from mid-December, which has brought these customers back to our stores,” commented Knight.
Domino’s is also surviving the ‘delivery storm’, it has been very vocal about the chain’s refusal to outsource delivery, saying it helps the chain maintain quality and control costs.
Many in the QSR industry have been stung by the surge of third-party delivery and trends show a move towards more businesses keeping delivery in-house. With third-party delivery, as soon as the food leaves the shop restaurants lose control of their brand, this risks damaging the brand's continuity, reliability and food presentation. This will in-turn affect customer loyalty.
Domino’s owns and designs its own delivery technology and so maintains this control. Its new GPS system allows stores to accurately see where drivers are, adding to the efficiency and quality of the delivered product.
By embracing the right technology and listening to their customers Domino’s looks like it will continue to dominate the field.
