Professional Documents
Culture Documents
OPERATIONS RESEARCH
Submitted By
Manu (MFM/16/ 395)
S.Sowmya (MFM/16/170)
Submitted To
In 1989, Dominos reacted market demand first time in twenty five years and
introduced Deep Pan pizza. This move ensured the growth of Domino's Pizza, as the
same year they opened their five thousandth store. In 1992 they were to introduce the
first non-pizza item to their menu, this was obviously a reluctant move as it was bread
sticks. Domino Pizza dough was already on hand and the making of bread sticks is not
so different. For many years the company had advertised that if the delivery of their
pizzas took longer than thirty minutes then the pizza would be delivered free. This was
parodied by the Teenage Mutant Ninja Turtles movie which specified the "pizza dude
has 30 seconds" to complete the delivery. The turtles pizza was late and they received
a refund of $3 for "being two minutes late, dude!" However the benefits to Domino
Pizza was enormous as millions of kids were to hear the name of Domino Pizza
endorsed on celluloid. In 1993 Domino Pizza discontinued this policy and stated that if
a customer was unhappy they could have a new pizza or a refund. By 1994 Dominos
Pizza marketing policy widened as chicken wings were introduced to the menu. At the
same time the company hit the African continent as they opened a store in Egypt.
By 1996 Dominos Pizza website was launched and the company declared global sales
of nearly $3 billion. Despite their reluctance to add a wider range menu they have as a
company given the pizza industry many innovations that have now become standard.
The belt driven pizza oven was the invention of Domino Pizza and they began using
corrugated cardboard delivery boxes which were very effective at holding the heat
within the pizza during the delivery time. Ever mindful of the fact that a cold pizza must
be about the worst dining experience on earth Dominos pizza introduced the "Heat
Wave," a portable electrical bag system that keeps the pizza hot during delivery.
Dominos (Bengaluru)
HSR Layout
Phone number- 080 2572 7781
Address - Ground Floor, 1573, Sector 1, Agara, Hsr Layout, Bengaluru, Karnataka 560102,
India
Highlights- Home Delivery, Outdoor Seating
Opening hours - (5 Hrs 52 Minutes left) 11 AM to 11 PM
Cuisines- Pizza, Fast Food
Known for - Cheese Burst Pizzas
Cost- Average, Rs. 400 for two people (approx.)
Payment methods- Cash and Cards accepted
Best Seller- Peppy-paneer, Farmhouse, Veggie-Paradise, Veg-Extravaganza
II. Products Offered by Dominos
Choco lava
Beverages Chicken wings
cake
Frontend Frisbee
When a customer calls, the order is flashed on the kitchen screen. The pizza maker
looks at it and gets down to the job at hand. There is the obvious dough stretching,
saucing and cheesing, and depending on the nature of the order, 'itemizing' or topping,
before it goes into the oven. Baking takes 6 minutes from where it goes to the cut table.
Finally, it lands up on the routing table where it is packed as per order in pizza delivery
boxes (read: warm bags) that SDPs carry to the last mile. "On average, we deploy 6-7
people on the process depending on the store size," says Harneet Singh Rajpal, VP-
Marketing, Dominos Pizza India. So this is how the 30 minutes divvy up. From order
to oven, it should not take more than 4 minutes. Since the oven takes six minutes to
bake; cutting, packing and pick-up make up for, say, another five minutes. And delivery
time should never exceed eight minutes. Add all that-it's a neat 23 minutes. "We're
designed to deliver in 23 minutes and give a seven minute buffer to our employees for
unforeseen traffic, rains etc.," says Rajpal. The 50-year-old Kaul's calling is thus
justified.
With 20,000 employees across 552 stores spanning 118 cities, the process is performed
de rigueur day in and out. But the story doesn't end there. In the backend, materials
need to move from the 180-odd business partners or vendors to the four factories or
'commissaries' as they are called inhouse, before landing up at the stores. This is where
each ingredient in the supply chain comes under sharp scrutiny.
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