Domino's Master Franchise Model
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : OPER080
Case Length : 19 Pages
Period : 1983 - 2009
Organization : Domino's Pizza Inc.
Pub Date : 2009
Teaching Note :Not Available
Countries : US
Industry : Food and Beverage
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Background Note
Domino's Pizza originated as a small pizza store owned by Dominick Di Varti
at the Michigan University campus in the US under the name 'DomiNick's Pizza'. In 1960, the pizza store was bought by two brothers, Thomas S. Monaghan (Tom) and James S. Monaghan (James) who were students at the University...
Store Operations
Domino's domestic stores did not offer dine-in facilities and very few of its international stores did so. Hence, they did not require restaurants and staffing facilities.
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As the business was focused and the menu limited and consisted only of pizzas and a few side dishes, the stores were small and inexpensive to build. Running a Domino's unit did not require expensive infrastructure or large stores...
The Model
The business model of Domino's focused on delivering high quality pizza in a timely manner. One of the components of this model was the franchise system, which Domino's considered critical for its success...
OPENING A FRANCHISE
Domino's provided two types of franchises - internal and external. Employees of
Domino's who had worked at the stores as general manager for at least one year
were eligible to become internal franchisees...
SUPPORT PROVIDED
Domino's helped the franchisees in the US to select store sites and set up the
stores according to the company's specifications. Domino's also provided the
design plans, equipment, and fixtures. The franchisees were also required to
provide adequate training to the store employees...
MASTER FRANCHISING
Master franchising helped Domino's establish a significant presence in a short
span of time, as the master franchisees were well versed with the local markets.
In 1982, Domino's established DPII to look after the international expansion
activities of the company...
Excerpts Contd...>>
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