Now we will proceed to analyze how Domino's Pizza has become one of the references in internationalized companies worldwide. Headquartered in the United States, Domino'spizza has experienced a huge growth since it was founded in 1960 by Tom and James Monaghan. Like we said above, nowadays it is the largest pizza delivery corporation in the world after Pizza Hut withno less than 10000 corporate and franchised stores in 70 countries.
By 1990s, Domino's Pizza had already signed its 1000th franchise and by the end of the century it had already opened its 2000thstore. After that, the company experienced its fastest-growing period, which keeps on going today.
International expansion, “One Brand – One System”
Domino's currently has over 5000 stores out ofthe US, in 70 different countries and in all five continents. This is a result of around 50 years of expansion, which is based on the franchising model.
Domino's follows a “One brand – One system”policy, the reason of its success. There is a collaborative relationship between its franchisees and the corporate team that supports them. This dedication to a single system and a single brand assuresthat the core strategy is followed by every Domino's Pizza store. This strategy sums up in three points:
1. The brand is built through the consistent use of its registered marks and by executingagainst the same consumers promise.
2. The company focuses on the store's layouts, training programs, evaluations and their workers.
3. They maintain the same high standards wherever the storeis located.
This policy established by Domino's pizza does not mean that all the stores are exactly the same. The corporation recognizes the need for adaptation in order to address the cultural,politic and social differences in each market, and they may adjust products or systems for local tastes and preferences.
As said above, Domino's follows the franchising model. Franchising... [continua]
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