When you wish to enjoy your quality time with your family or friends
by crunching pizza, two names automatically come to your mind.
Domino's Pizza and Pizza Hut.
Certainly, I am right; you can't miss it.
But, do you think which one is most successful
in terms of business point of view?
Success, the word really difficult to ascertain because it's relative.
However, on the basis of some critical success factors, we will
try to evaluate and dig out the justifications in this article.
However, the debate may come to endless.
If you look back to the statistics of revenue generation, you can
say Domino's is the top pizza seller in the U.S and worldwide.
In the year 2017, Domino's global retail sales exceed more
than $12.2 billion, which was really a great success.
However, the sales of Pizza Hut was not far behind.
Thus, the competition is very intense among these two
rivals to grab the market share of the pizza industry.
Domino's pizza builds a strong relationship
with customer's focusing on speed and delivery.
Domino's has poured handsome investment to develop their IT infrastructure.
Thus, all the products are available online, and the customers
can choose pizza conveniently according to their preference.
Domino's unique merchandise and product differentiation
have given an extra edge over its competitors Pizza Hut.
Domino's customer service is one of best services.
Therefore, they have proclaimed "if you are not completely satisfied with
your Domino's Pizza experience, we will make it right or refund your money."
Online loyalty program, which allows you to redeem
Domino's pizza points for any online order.
It also introduces the most effective and efficient
internal operations by using a PULSE point-of-sale system
which features, i.e. touch-screen ordering, which
certainly improves the efficiency of order taking.
Domino introduced delivery driver routing system to develop the delivery efficiency.
Domino's also enhanced its online ordering capability in
2007 and includes the Pizza tracker features in the system
so that customers are able to track their order in online.
Domino's initiated a supply chain management called the
ESP program (Excellence through Supplier Partnerships)
that develops relationships that promote effective communications between
Domino's and its suppliers through a "360-Degree" performance evolution process.
On the other hand, Pizza Hut also introduced various
program to attach the customer to their outlet.
Pizza Hut offers a wide varieties of products,
i.e. Wing-street wings, Tuscani pasta, P-zones, Pizza
slider, or even the pizza buffet "All you can eat".
Pizza Hut also improved their IT infrastructure so that customer
can order their product according to their preferences.
You can't also complain about their customer service also.
However, comparing the above perspectives, the
Domino's seem to be more successful than Pizza Hut
as the revenue of Domino's increasing steadily
in the last few years compare to Pizza Hut
due to their better innovation, brand image as well as an effective marketing campaign.
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