Domino's Franchising

Good Morning Ladies and Gentlemen I am .............................I’m a representative for Domino’s Pizza Australia. Today I will present to you the reasons why you should invest in my franchise. I will be outlining the advantages and disadvantages of the franchise as well as a SWOT Analysis, KPI’s and I will suggest a suitable location for the franchise.

But first, allow me to give you a brief overview of what Dominos does. Like all big businesses they all started out small and grew over the years. Dominos started in America with only one store in America. Then started to franchise around the world. Domino's Pizza Australia began in Red Hill, Brisbane, in 1978 as Silvio's Dial-A-Pizza, established by brothers Silvio and Fel Bevacqua. Silvio's Dial-A-Pizza began Australia's first home delivery service in 1980. By 1993, Silvio's had over 70 locations. In 1993, Silvio's bought the master franchise for the international Domino's brand in Australia and New Zealand. Today there are over 8000 dominos franchises around the world, 440 stores Australia wide and employing over 11000 staff.

The Dominos Pizza franchise system is one of the most widely recognised pizza franchises in the world. Domino’s delivers hot, fresh and tasty pizzas to many Australian homes everyday. Domino’s is the largest pizza franchise in Australia with more than 23 years of experience operating in the pizza franchising industry, and over 423 stores in Australia with a lot more on the way.

I chose Domino’s Pizza as it is a very popular pizza take away company for most families in Australia and thought that it would be interesting if I did some more research into the popular pizza franchise. The price of investing into a franchise can vary from $250,000 to $350,000 due to different locations around Australia, the size of the premises level and type of equipment.

Domino’s is a company that gives back to the community by assisting young Australians nationally around Australia and believes in supporting the local community and organisations that their customers care about in their community.

Domino’s takes the selection process of the franchisees very seriously as their objective is to ensure that every franchisee in their network is successful. They look for qualities in potential franchisees some being-

• Strong Leadership skills.

• A passion, commitment and drive to succeed.

• Good people skills.

• Good Administrative skills.

• Entrepreneurial flair.

• An ability to have fun and work with young, energetic and vibrant organisation.

There are a lot of Advantages and a few Disadvantages in investing in a franchise under Domino’s.

Advantages being-

• Using one of the Worlds’ most recognised Pizza franchise and their food.

• A dedicated store territory.

• Support you through all the stages of store building process.

• Professional and comprehensive training covering every aspect of owning and operating a Domino’s Pizza store.

• Local franchise consultants to help with ongoing store operations, including meeting health and safety standards and improving operational effectiveness and efficiencies by adopting best practice in stores.

• Ongoing training, infrastructure and marketing support.

Disadvantages being вЂ"

• Competing against other highly recognised pizza companies suchas Pizza Hut, Dominos and the growing Pizza Capers.

• Franchising in a new area, being uncertain of success.

• Competing against other popular food outlets.

I had a look at two available spots to start a new franchise. These were Gatton in Queensland and Kingscliff on the New South Wales northern coast. To make an educated decision on which location to choose, I took into account 4 types of criteria вЂ" Unemployment rate, average individual income, total population of the workforce, and the average age. The unemployment rate in Gatton was 6.6% whereas in Kingscliff it was 5.7% already by this small amount of information I was already leaning towards Kingscliff as the lower the unemployment rate the more money people had to spend on the food that Domino’s produce. Then I looked at the average individual income and it showed more information. In Gatton the average individual income was $369 a week whereas in Kingscliff the average individual income was $399 weekly. The last criteria I went through to choose the most convenient location for the new franchise was the total population of people in the workforce. In Gatton the total population of people in the work force was only 166 people whereas in Kingscliff the number of people in the work force was 2460 people. After I went over the information the clear choice was to invest in a franchise in Kingscliff as it is a growing town