Advanced Search

Domino's Pizza

What is the company's vision for growth?

The company has a 20% share of the UK pizza delivery and takeaway market. This market was estimated to be worth nearly £450 million in 2000. At present, 20 percent of all pizzas consumed are delivered. This figure is expected to increase to 40 percent. Home delivery now makes up 70% of the total take-away and home delivered food sector, up from 62% in 1997.

The Future Foundations report (see 'The Business' section of this case study) estimates that the UK's home delivery pizza market will more than double by 2010 to approximately £800 million.

Domino's believe that their business model and brand strength place them well to exploit this growth. Fast growth in franchised stores is planned, coupled with more aggressive marketing including terrestrial TV advertising and local store initiatives

Index | Previous Question | Next Question