Marketing Strategy of Domino’s Pizza and Pizza Hut

Which one of your choice is the most iconic flavor of pizza? Margherita, Pepperoni, BBQ, or a narrower option? You can confess the names of pizza restaurant chains coming to your mind first that serve the most adorable and delicious pizzas. Yes, you are absolutely right: they are Pizza Hut and Domino’s Pizza. Surely you have a cafe of them near your town or region as they are available in 115 and 90 countries worldwide, accordingly, and operate more than 18,000 stores and restaurants. Do you think marketing strategies applied by Pizza Hut and Domino’s Pizza have a considerable impact on their annual turnovers? In order to convince in this, we are going to investigate the enterprises and conduct SWOT Analysis. 

Let’s commence with Mission and Vision Statements of Pizza Hut

Pizza Hut Mission Statement

“We take pride in making a perfect pizza and providing courteous and helpful service on time all the time. Every customer says, “I’ll be back!” We are the employer of choice, offering team members opportunities for growth, advancement, and rewarding careers in a fun, safe working environment. We are accountable for profitability in everything we do, providing our shareholders with value growth”.

The company’s foundational purpose is to win customers’ hearts, which they have been doing since years ago. They value the funny and happy emotions of consumers and seriously deal with their time management. Career success and the overall growth of employees is another facet of their destination. Finally yet importantly, the trust and reliability of shareholders’ is the cornerstone of the Pizza Hut restaurant chain.

Pizza Hut Vision Statement

“The vision of the Pizza Hut is that reach on the top of the peak to provide best service and taste & To see Yum on customer s face.”

Pizza Hut realizes that the backbone of their success is customer satisfaction, where loyal consumers is the expected consequence of the efforts.

Now, it’s time to explore Branding Strategies of Pizza Hut

To do so, let’s look at this image

Have you ever tried pizza with pineapples? It is a newness by pizza restaurant chains in the world, applied recently. Pizza Hut proposes a new type of pizza for outstanding people who appreciate newness, risks, challenges, fun, and enjoyment.

Thus, if you are looking for a an enjoyable place where you can delightfully indulge unique and exceptional portion of appetizing pizza, Pizza Hut is the right choice for you. This image of Instagram Official Account of Pizza Hut and its message guides me to think that the company belongs to Jester’s Brand Archetype.

What do we know about Jester’s Brand Archetype?

Desire: To live the life with full emotions of entertainment and amusement

Goal: To spend a great and memorable time

Strategy: Play, enjoy, and make fun

Levels of the Jester

Level 1: Feeling lack of enthusiasm

Level 2: To live up in treasure and amusement

Level 3: To seek for ways to bypass hardships and obstacles, applying sensible and rational actions

Level 4: Life experienced at a moment, after great transformations

The Jester is a promising identity for a brand if:

• The company helps people to think that they belong
• The pricing is from moderate to low
• Allows people to have happy emotions
• It produces goods that generate a casual and enjoyable atmosphere among human beings.
• Is differentiated as a unique brand

Brand Archetypes. Why do we need them in practice?

Our communication plan may use a variety of messaging techniques. However, there is a logical framework that connects all of these, and it is known as communication based on archetypal branding. A company may have a variety of messages, but none of them are related. For instance, “Do everything with ease,” “Go ahead and be strong,” or “Dig deeper and be knowledgeable.”

These three quotations serve different purposes and have various underlying meanings. One focuses on becoming a hero, while the other is about gaining experience. The brand archetypes’ logic adds more originality and clarity to these two distinct messaging trajectories. You can learn more about communicating using archetypes by reading the book “8 steps to a complete archetypal branding.”

It’s time to make SWOT Analysis of Pizza Hut

Strengths

Promotions: Pizza Hut restaurant chain has a great varieties of appealing promotions, like 50% discount, coupon campaign, dinner flexible offers, etc.

Meal Range: Pizza hut is a differentiated company in this industry because it not only offers pizza varieties but also has a vast range of pasta, focusing more on Italian cousin.

Franchisees Network: Pizza Hut was initially established in Wichita, Kansas, the United States, however, more than 100 countries have franchised the chain. Strong Franchise Networking generates a huge annual turnover of the company.

Weaknesses

Outdated tastes: Even though the Pizza Hut restaurant chain offers a great variety of pizzas, customers are already acquainted with all types. This might cause them to lose interest in the chain.

Delays: By virtue of the company’s high demand, there is always a need to wait for the ordered meal longer. One can expect the same case, in terms of delivery. 

Opportunities

Further Expansion: There is still room for the business to enhance the volume of market share by expanding. Mainly, B towns are the epicenter of enlargement as other competitors have already obtained consumers’ trust in these locations, too. 

Newness: A new variety of proposed meals will grow public attention and interest, resulting in another significant turnover.

Threats

Competitors: Here are strong competitors like Domino’s Pizza, KFC, McDonalds, and other individual restaurants that offer pizza.

Raw Material Costs: Varying row material costs in different countries, mainly the price of cheese, is quite influential. Moreover, inflation rates are fluctuating greatly, which definitely has its own impact on this sphere of industry.

Now, let’s move on and find out the segmentation strategy of Pizza Hut

To do so I offer watching this commercial.

The commercial shows a new service that the company has taken the responsibility of providing customers with their orders directly. Like the woman, she had ordered pizzas from the Pizza Hut restaurant chain via an online app in advance. Whenever she arrived at the chain, the deliveryman brought the order out and put in the back of the car, making the customer’s deal easier.

It seems the kid sitting behind had revealed his desire to eat pizza; thus, the woman did not refuse her kid’s request and opted for the Pizza Hut restaurant chain. Do you think she also chose a premium brand? I think so.

Besides, the female keeps up with the pace of rapid development of innovation and uses advanced technologies for her convenience. It is more than specified, which segment the company has chosen for targeting. Yes, they are Actualizers.

What do we know about Actualizers?

Lifestyle and Values of the target audience

Actualizers effectively complete tasks they consider as aims. They clearly acknowledge what they want and how to achieve it. They like to take control of everything surrounding them. Family is the foremost priority of their life.

They like to take care of family members and give much attention to their kids. Rearing and bearing children properly, so that they achieve successful results in the future is an instance of Actualizers’ involvement and investment.

Shopping Preferences

This segment is good at managing money sensibly. They consider paying more for quality products. Actualizers buy clothes, not for style or trend but comfortability, usually having a practical look.

They appreciate going out with family members and having a nice time with them. Visiting cinemas, theaters, concerts, dining at restaurants, and enjoying nature is typical to them aiming to relax.

Other Interesting Facts

• Actualizers enjoy spending time with their families. Sunday lunch with them is a must.
• They tend to purchase goods with a devised plan beforehand and from one store.
• The target segment uses the Internet for being up-to-dated, especially in terms of politics, economy, finance, parenting and lifestyle, foreign news, etc.
• They like reading local press and articles related to arts and culture.

16 Personalities (why do you need them in your business?)

After understanding the basics of Actualizers behavior you may ask, what kind of brand will be interesting for them? Which hidden and at the same time important things have to be considered?

You can find all the answers to these questions in our e-book called “16 Personalities”.  You will also find all the solutions for your marketing problems, which will obviously change your insights about Buyer Persona.

Of course this is one of the 16 personalities and with this book you will discover all of them. With knowledge of each 16 personalities you will confidently find your ideal buyer persona and change your marketing strategy to achieve new levels. 

The book also gives you some other hints for selling your product and negotiating with your clients.

Let’s move on by discussing Domino’s Pizza‘s Mission and Vision Statements.

Domino’s Pizza Mission Statement

“Founded in 1960, Domino’s is the recognized world leader in pizza delivery operating a network of company-owned and franchise-owned stores in the United States and international markets. Domino’s is a company of exceptional people on a mission to be the best pizza delivery company in the world.”

Do you think the company keeps up with its claim of purpose? The fame, prominence, expansion, annual turnover are proofs that people do really like and consume pizzas offered by the company’s worldwide.

Domino’s Pizza Vision Statement

“Domino’s is committed to an inclusive culture, which values the contributions of our customers, team members, suppliers, and neighbors.”

The vision statement reveals the importance of customer satisfaction, shareholders’ and stockholders’ trust, and practical cooperation with team members that the company considers as a primary issue.

It’s time to discuss branding Strategies of Domino’s Pizza

To do so let’s have a look at this image from Facebook Official Account of the restaurant chain

Did the image resemble you as an alien who came from another continent? Alternatively, a robot that can make supernatural actions or functions? Let’s call the robot “Pizza Man.” Why pizza? Because his clothes are made of pizza boxes.

Pizza Man is robotized because he has to serve a vast number of customers without feeling fatigued, as yummies from Pizza Hut need lots of people daily. He exerts all his efforts to be responsive and efficient, to make people’s life full of marvels and happiness. Who can do so if not a company belonging to Magician Brand Archetype?

Desire: an absolute knowledge of how the universe functions

Goal: make people’s core dreams come true

Strategy: evolve visionary and complete it properly

Levels of Magician

Level 1: supernatural skills

Level 2: experience of magical transformation

Level 3: flow from magic to reality making things done entirely

The Magician may be a good identity for your brand if

• The product or the service the company offers is transformative and productive.
• The company is appealing more for new generations
• The proposed goods are newness
• The pricing is from moderate to high

Brand Archetypes. Why we need them in practice?

Being a leader in the industry also requires proper branding and messaging tactics. Here I want to mention the importance of the branding based on the archetypes. Nike says “Just do it”. What do they want to tell us? They just emphasize the inner heroes inside of us.

Here it is, famous brands like Nike and their rivals Adidas have adopted branding tactics based on archetypes. And it’s up to you to dive in and learn better the following directions. We have written a book “8 steps to a complete archetypal branding” that shows you clear ways to reach your target and conquer their hearts immediately.  Just try archetypal branding on any of the brands you are working on.

Here is the highly awaited SWOT Analysis of Domino’s Pizza

Strengths

Franchise Network: Domino’s Pizza has more than 17,000 franchises in 90 countries. It perfectly operates and expands the chains and stores globally.

Health Awareness: Recently, there are many projects exerted to rise health awareness issue among people who gain unhealthy fats with high portion daily. Domino’s Pizza converts them with whole wheat.

Product Range & Time Management: Domino’s Pizza have great range of offerings, which is combined with time management skills. Only 30 minutes is required to obtain the order.

Weaknesses

Lack Of Eateries Place: Since Domino’s Pizza has more order-delivery sales, there is a lack of rooms and attributes for sitting down and enjoying the meal.

Forecasting: The company has many missed opportunities to increase revenues because of a lack of sales forecasting decent skills.

Opportunities

Health Consciousness: Even though the company alters some of the ingredients with more healthy ones, it still has a chance to produce a newness for those who earnestly pursue the rules of running a healthy lifestyle.

New Pricing & Taxation: Applying strategies like setting new prices, discounts, and taxation will definitely influence the revenue stream positively.

Threats

Imitation: Domino’s Pizza is one of the most beloved ones globally; however, there is a lack of originality and uniqueness. The company always imitates other innovations putting the brand image under danger.

QSR Competition: Giant competitors like Starbucks, Pizza Hut, McDonald’s, Little Caesar’s and Zume Pizza are constantly investing at innovation, technologies, labor force, etc. for quicker servicing.

Now let’s discuss targeting strategies of the company.

Here is an interesting commercial we can watch and take into account.

The commercial shows a scene where the father brings a pizza to his children. Firstly, they were enthusiastic about it; however, they lost the curiosity soon as they saw the inside of the pizza box. It did not look charming in terms of taste, which disappointed them perfectly. What could change their mood after this? Domino’s Pizza, of course.

The hero of the commercial brought another box of pizza entering the house. And solute! A newness by Domino’s Pizza, where tomato part was at the bottom of pizza. The family members liked the idea so much that they started to have fun by playing with pizzas and throwing tomatoes.

You see, the company successfully completed its task to help people enjoy time together and have fun. But they could not make things happen if the father did not buy the pizza for his kids, aiming to take care of them.

It seems, spending a memorable day with family members at home and amuse with happy emotions is the foremost thing they tend to have. The commercial guides me to think that the target audience of Domino’s Pizza are Floaters.

What about Floaters?

Lifestyle and Values

Taking care of family, especially kids is Floaters’ duty. Everything they do is associated with it. For instance, cooking a delicious meal for Sunday lunch is more than necessary for them as they give much worth to family gatherings. Floaters respect traditional values and beliefs and promote them among their children to perceive as absolute truth and pursue.

Shopping Preferences

Floaters think that outer look is not much vital, as they would like to be admitted as they are from nature. They are used to buy clothes, not for style but convenience and casualty. The target segment is much fond of quantity over quality. They usually seek promotions and campaigns to acquire an extra unit of a good at the lowest cost. They adjust to new brands hardly but prefer to stay loyal customers for the tried ones.

Other Interesting Facts

• Floaters prefer peaceful life avoiding challenges, adventures and unexpected consequences
• They work only for money, as they perceive a job, not as an opportunity to master professionalism but a finance source. 
• Floaters are not much concerned about themselves but home and kids, especially females.
• They like traveling or having short trips to places they are already acquainted with. The first preference is locating near nature.

Thus, the discussion was about Pizza Hut and Domino’s Pizza where you found out interesting points from SWOT Analysis. The exploration of brand archetypes and target segments were provided, in aid of commercials of the companies. We hope this was a useful article where you discovered something new and found answers of your questions. For more similar posts you can check the main page of our website.