Dominos Case Study
CASE STUDY
CUSTOMER PROFILE
Executive Summary
As the Domino’s brand grows, managing franchise territories has become more complex and the risk of inadvertently creating territory conflict has escalated. To overcome this, Domino’s implemented a software solution that simplified territory identification and allocation, as well as improving the overall customer experience.
Business Challenge
When a franchisee invests in a new business, their contract will set out the territory and number of homes within that territory. Franchise areas and associated purchase prices are determined by the number of reachable households, over- laid with socio-economic data. One of the major issues that franchise businesses encounter is territory disputes. To minimise this risk Domino’s must ensure that the territory data is accurate and therefore needed a solution that allowed it to easily manage its territories and keep them up to date.
Domino’s has historically used Australian census data to determine territories. As the census data is only updated every five years the data quickly becomes out of date and does not keep up with rapid changes in the urban landscape.
As well as causing territory disputes, a lack of accurate data can also negatively impact franchisees’ businesses, through lost customers and poor customer service. A lack of up to date data can also make a business less attractive to potential new franchisees.
Previously, to determine the serviceable addresses within a territory for a new franchise, Domino’s would take the UBD® street directory data, plot the territory and manually add all the streets to a spreadsheet which was then sent to the store to use as a reference. This would take around two weeks to complete and was rarely ever updated. As only listed addresses are permitted to be serviced by the franchised store, any unlisted addresses would have to be manually processed. This could lead to potential revenue loss and a poor customer service
CUSTOMER PROFILE
Executive Summary
As the Domino’s brand grows, managing franchise territories has become more complex and the risk of inadvertently creating territory conflict has escalated. To overcome this, Domino’s implemented a software solution that simplified territory identification and allocation, as well as improving the overall customer experience.
Business Challenge
When a franchisee invests in a new business, their contract will set out the territory and number of homes within that territory. Franchise areas and associated purchase prices are determined by the number of reachable households, over- laid with socio-economic data. One of the major issues that franchise businesses encounter is territory disputes. To minimise this risk Domino’s must ensure that the territory data is accurate and therefore needed a solution that allowed it to easily manage its territories and keep them up to date.
Domino’s has historically used Australian census data to determine territories. As the census data is only updated every five years the data quickly becomes out of date and does not keep up with rapid changes in the urban landscape.
As well as causing territory disputes, a lack of accurate data can also negatively impact franchisees’ businesses, through lost customers and poor customer service. A lack of up to date data can also make a business less attractive to potential new franchisees.
Previously, to determine the serviceable addresses within a territory for a new franchise, Domino’s would take the UBD® street directory data, plot the territory and manually add all the streets to a spreadsheet which was then sent to the store to use as a reference. This would take around two weeks to complete and was rarely ever updated. As only listed addresses are permitted to be serviced by the franchised store, any unlisted addresses would have to be manually processed. This could lead to potential revenue loss and a poor customer service