The Red Team

..an independent group that challenges an

organization to improve its effectiveness..

Approach & Methodology

Objective: Usage & Attitude
Driving Penetration
Driving Frequency
Fortifying Dine-In
Relevance of Positioning

Primary diagnosis: Triggers & Barriers

Qualitative research: Consumer interviews

Segments: Current/New to Category

Driving Penetration

Hotter the food, better

its taste

Price consumers pay

dependent on temperature

Change the hook- time to

temperature on delivery

Temperature color changing

scale at delivery

Driving frequency

I want something
new today!

Increase Short eats

Flavors

Day time targeting

Fortifying Dine-In

I have graduated!

Dominos Esperienza
a flagship store

Dine-in exclusives

Ambience

Relevance of Positioning

Yeh hai Rishton ka Time!

Split TV campaigns

Sharing half pizzas

across cities

Staggered Deliveries

Q&A

Given the objective was to understand Usage & Attitude of existing and
potential consumers, diagnosing Triggers & Barriers were key

Therefore Qualitative research via

In-depth consumer interviews

Interviewed the following segments :

Current consumers

New to category consumers

Defined as : Not consumed Pizzas in the past
1 year

Objectives :

Drive frequency of existing customers to gain more share of OOH consumption

Increase penetration by acquiring new consumers who are new to category

Amplify current positioning theme and increase in relevance

Fortifying dine-in business in India

Customer speak Barriers to consumption

Existing Pizza consumers
A frequent visitor to Domino's for
many years ; however over the last
year, have shifted to Pasta Italiana
etc as Pizza is simply maida &
therefore unhealthy
Young working
adults in their 20s

My visits to Domino's have

reduced a bit; I now frequent
more Casual dining restaurants
as I feel I have graduated to that
life stage
A young executive
in his late 20s

While being here with friends is

cool, I prefer to take my family to
a restaurant with better
ambience and lesser noise
Young working
executive with family

Pizza Nonconsumers
We prefer a biryani
much more than Pizzas;
as they are
real Value for money
5 friends having
lunch at a local biryani outlet

My parents are not fond of

Pizzas as they are unhealthy- plain
maida and cheese; we have not
ordered-in anything in the last one
year or so
A College going
student

We feel anything that is homedelivered would not taste well

since it was made much before
I like my food hot & fresh
Young married
couple

* Pizza Non consumers defined as someone not consuming Pizzas in the Past 12 months

For a meal with the family,

Id prefer to go to
a restaurant
Young married
couple with a kid

The service at Kamats better than

what I get at Dominos

It is a very hurried and uninviting

experience

Working executive
in his 30s

Dominos doesnt offer me

anything additional when I go
there.
Group of 4 college kids

Young working
adult

The perfect place for me to have

some time with my wife away from
the family
Young married couple

Acquiring new customers

Perceived loss of taste from Oven to Home : Hotter the food, better its taste

According to our findings, new to category consumers especially in Tier 2/3 cities
felt that the taste of food is directly proportional to how hot it is. While ordering in,
they have a perception that food is not fresh as it has traversed 30 odd minutes
from oven to home.
We propose changing the hook from time of delivery to temperature of pizza on
delivery. This will make it relevant from the consumer perspective
Also, make Price consumers pay dependent on temperature rather than time.
This will enhance engagement and help breaks a key mindset barrier
To make it measurable from consumer perspective, we can use a temperature color
changing scale at point of delivery, thereby Visibilizing the invisible for the
consumer

Local options being familiar regarded as tastier & more value for money,
creating significant barrier for first trial

Since local methods are more entrenched in new towns and are regarded as more
Value for money, it is important to bridge this familiarity-gap via offerings that
also communicate a higher Value for money perception. The idea of familiar
flavors wrapped in esoteric names works well in terms of gaining trial
Lack of awareness about price points offered by Dominos has been a finding.
Therefore it is important to focus on communicating Price point affordability of
offerings by Dominos to increase salience & generate trial.
Give specific names to offerings : Singles ~ Uno & Doubles ~Duple as part of Pizza
mania
Pizzas perceived to contain primarily maida & cheese, & therefore regarded
unhealthy even without trial
Significant awareness among the population regarding poor health connotations
with Pizza & other items - bread perceived as healthier than maida; for example:
Dominos can introduce sandwiches named Oven fresh grilled Sandwiches that
might help diffuse such a perception

Positioning of Yeh hai rishton ka time, while a universal theme works well in more
evolved markets
While Dominos elicits a strong association with relationship and good time, this was
found to be more entrenched especially with existing consumers, who had a higher
Ad recall
New consumers who still have to get on to the Pizza bandwagon witnessed a poor
Ad recall, with most of them only remembering the 30 min Paresh Rawal starrer
The new consumers therefore need a stronger reason to engage with the brand,
hence should be also communicated about more functional parameters such as
product offerings & price points
Therefore, we propose adopting an emotional route with an underlying functional
appeal is critical
Tier 2 /3 markets can be exposed to a slight variant of the current campaign on both
a functional & an emotional plank using a Split campaign Amagi.com, an
organization that helps localize campaigns by targeting specific cities

Give them strong reasons to engage

Expand the concept of sharing

Enable and offer community events such as Birthday parties, sport matches,
guests at home to increase rishton ka time

Introduce concepts like staggered deliveries for parties short eats and
beverages in 1st round, pizzas & other mains in the 2nd & desserts in the 3rd
and final round of delivery

Referral Domino effect - incentivize referring consumers in the form of

loyalty points or freebies with next order following referral (to be checked
against address & phone numbers)

Driving Frequency

Innovation of pizza button hardware button/phone to order favorite pizza in just

one click

Short Eats
Currently what is working for the consumers are offerings such as Indianized Taco,
Pasta etc. Therefore, we should increase variety of offerings within Short eats
Customers like experimenting and want to have variety in what they eat. They also
want to have potato based eats which can be had as a side.
Other short eats (like Pasta) should be made more meal-appropriate and not
relegated to a side order quantity. This will also result in spreading consumption
away from meal occasions ; increased day-part consumption.
Have foreign sounding names BUT familiar taste, enhancing new trials and repeat

Flavors

As mentioned above, consumers are like experimenting. Thus having and more
importantly highlighting variety of flavors and toppings would get them excited.

The option of making your own pizza should be highlighted have the counter
upfront like Subway so that consumers can pick and choose

Loyalty Programme

In addition to having the Precision marketing, introduce loyalty program to

track and entice consumers

Give them a sense of earning rewards and then getting a discount based on
those earnings

We can tie in social media accounts to better track and target these
customers as well

Even family and friends could be tied in as mentioned in the positioning

slide

Day Time Targeting

Creating more occasions to consume the pizza

Variety in offerings (Pizzas, short eats etc) will enable day part
consumption to be spread across rather than at some points of the day

Fliers scented with the aroma of Pizza as Aroma a key impact parameter
that drives Overall likeability in this category increases engagement,
breaks the clutter and serves as a strong mode of recall

Fortifying Dine-in

New format store Dominos Esperienza as a flagship store,

which

These new outlets will serve as image leaders for Dominos.

They will be aspirational for a bulk of the existing consumers.
It will be an upscale restaurant with a more authentic Italian
experience

We would have only one or two such outlets in every city. They would then be amplified via media channels to serve
their critical function of changing the perception in the
consumers minds that Dominos is not a Restaurant

The experience at an Esperienza outlet can be made more

engaging by educating customers on the history of Pizzas,
best baking tips for pizzas. This will enable Dominos to gain
domain expertise in the mind of the consumers as well.

Fortifying Dine-in

Ambience
Improve service levels. Expectation-delivery mismatch - Current consumers said that they
receive better service at a Kamats Restaurant!
More welcoming atmosphere. Have ambient music playing to drown out the noise from
customers
Basic cutlery should be provided

serve the pizzas on wooden boards rather than boxes. This gives them an added incentive to come to a
store rather than eating it at home

Have the pizza making process a little more visible to the customers it is currently hidden
and thus still a black box for the consumers

Dine-in exclusives

Special Coupons redeemable only in store driven by precision marketing

Customized food which is possible only in dine in eg. sizzling brownie/pizza
Pizza ready buzzer via apps provide a buzzer for customers which beeps to know when
pizzas are ready; moving away from the usual digital coupon number display which leaves the
customer looking and waiting.

It could serve as an attraction for kids as well

Have an engaging make your own pizza which could be based on Virtual Reality
(http://bit.ly/1iuUmfA)
Photo-booth & Social Sharing Kiosk at the stores enable customers to keep memories of the
fun time with loved ones at the store (and also share it via social media)

Relevance of current positioning

Positioning of Yeh hai rishton ka time, while a universal theme works

very well in more evolved markets

However segments being introduced to the category also need to be

communicated about more functional parameters such as product
offerings, price points etc

Therefore, an emotional route with an underlying functional appeal is critical

Functional appeal focusing on Value for money pizzas, short eats and new
product introductions like Oven fresh grilled sandwiches to attract
attention and therefore generate trial

Half sliced pizzas that can be shared between more than 2 people located
anywhere across India encourages sharing (of time & love) & extends the
positioning

Staggered deliveries can be made available for deliveries above minimum

threshold, specifically catering to enhancing Dominos experience for
parties

Relevance of current positioning

Sub-themes to build on the concept of sharing and bonding in slice-oflife situations:

Enable gifting & sharing pizzas with loved ones across locations

Gifting can be immediate where payment and delivery is at separate locations, or

two orders with one payment location with two delivery locations.

Gift vouchers can be sent by email or post, to be redeemed within the validity
period

A couple in a distant relationship both enjoying Domino's while on the

phone with each other: Dominos allows either one to order Pizza for the
other and delivered as a gift

Elderly parents enjoying the gifted Oven fresh grilled sandwiches & pizzas
while video chatting with NRI son, eating pizza in the US same brand
enjoyed across the world: Dominos makes it possible to order online from
anywhere, and delivered to a specified location

Students sharing pizzas in college, reminiscing those years later while

sharing pizza in their corporate lives: Dominos enables email gift voucher to
be sent to dear friends

Addressing the 6Ps

Product
Price
Temprature
Own VFM
Brand & Own Pizza ManiaShort eats
Healthier Products
Short eats
Flavours

Place
Esperienza outlets
Better service
Engagement at outlet
Social sharing
buzzers

Promotion
Pack
Proposition
Temprature
serve on wooden boardsSplit Campaigns
Own VFM
With basic cutlery
functional in T2/3
Brand & Own Pizza ManiaTemprature indicator emotional in T1
Referral
sub-themes
Loyalty
Sharing pizza's
Day time targeting
half/half toppings
Scented Flyers
staggered delivery

thank you