Domino's Pizza Balance Scorecard

Topics: Pizza delivery, Customer service, Strategy map Pages: 9 (2961 words) Published: February 6, 2011
Balanced scorecard of DOMINO’S PIZZA


1) Introduction
2) Customers perspective
3) Internal processes
4) Innovation and learning
5) Financial Perspective
6) Conclusion
7) References

1) Introduction
The following report is going to analyse the Balanced Scorecard of Domino’s Pizza. The structure is divided in four parts beginning with the customer perspective, internal processes, innovation and learning as well as the financial perspective. The BSC is a framework that measures the drivers of future performance. Moreover it complements the financial measures with operational measures of a company. The four perspectives mentioned above are derived from the organisation’s vision, mission, strategy and objectives. Domino's Pizza is recognised as the world's leading pizza delivery company. The expertise and passion for delivering hot and fresh pizzas has earned the company numerous awards and the loyalty of millions of pizza lovers around the world.

2) Customer perspective

Before understanding how customers see the company and how the company could satisfy its customers, the question of who are the target customers has to be settled down. According to Annual report 2009, the deliveries have been made to 3.4m households, of which 26.9% were new customers. It indicates that not only current customers are satisfied with the services but new customers are attracted by the value that Domino’s deliveries. The main reason for this is the fact that Domino’s pizza has a strong and well-recognized brand name in addition to constant improvements and innovations in products and services, which results in loyal customer in different parts of the world.

So who are the target customers? Basing the decision primarily on Domino’s pizza product, it is possible to conclude that the target audience on the market is young adults, students and teenagers with a main focus on the range between 18-34 years old. However, the last one might be very small category due to rather high prices and less purchase power. (Trends Updates, 2009)

Talking about customer retention and satisfaction it’s important to keep in mind the fact that there is no single factor that has influence on them. However, it is possible to identify three main measures which affect customers the most: time, quality and price. With help of technologies and online services Domino’s pizza manages to deliver product’s quality rather quickly. The fact they have quality control procedures means they are reducing the probability of returned orders which makes customers happier when they experience Domino’s product. As for price, it is not the lowest on the market, however, it goes in hand with the quality that Domino’s is providing. Moreover, pizzas are supplemented with sauce, which is a little extra, but creates values for the customer.

There are another value-added factors that help Domino’s to attract and retain customers, for instance, there are different order and payment options. There is always an opportunity to call the restaurant or go online and place the order on Domino’s webpage. In addition to this, it is possible to pay by cash or by credit/debit cards, which might be very handy for...

References: [Accessed 4 December 2010].
The Associated Press (2010) Domino’s pizza ads take daring approach. [Online]. Available at: [Accessed 4 December 2010].
Riley, G. (2010). Dominos Pizza – Growth & Strategy – Innovation, service and smart operations.[Online] Available at: [Accessed 4 December 2010].
Innovation at Dominos Pizza franchise. (2010). [Online]. Available at: [Accessed 4 December 2010].
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