Domino’s Don Meij sets out “do good rather than do well” strategy
While customer demand has remained constant for Domino’s through COVID-19, the business today admitted the challenge it faces in how to supply that demand in the current environment.
Due to recommendations to stay at home, the quick service restaurant is seeing a material shift shift toward delivery and has hired more team members to more easily facilitate zero contact delivery.
Zero contact delivery sees Domino’s employees place the customer’s order at their door, stand back at a safe distance and contact the customer to let them know the order has arrived.
“We’re focused on helping our stores respond to changed trading conditions,” Domino’s Group chief executive Don Meij said.
“[We’re] guiding some stores on how to manage increased order volumes while maintaining social distancing, as well as providing tangible support for those stores that are seeing near-term declines specific to their local market.”
And while customers are increasingly ordering online for zero contact delivery, the business has also invested in updating its stores to protect both staff members and customers.
These measures include using thermometers to confirm team members are fit for work, as well as providing hand sanitizer, personal protective equipment and glass barriers to keep staff and customers safe.
In communities that require support, Domino’s has provided more than 100,000 pizzas across all its territories.
“Ultimately, we see COVID-19 as a time to do good rather than do well, and we intend to emerge from this time with a strong, sustainable franchisee network that our customers recognise as an important part of their communities,” Meij said.
Stores closer to universities, central CBD locations and holiday regions have seen sales drop as their customers stay home – though these customers’ local stores have seen an uptick. As these two trends tend to balance one another out, same store sales across the country have remained consistent.
According to Domino’s this means that more of its stores require short-term assistance than in an ordinary period.
Additionally, while the business reiterated its intention to increase store count by between 7 and 9 per cent each year, in the short term new stores will see launches delayed. Store openings in FY21 will be dependent on local conditions.
This article first appeared on Inside Retail, a sibling website to Inside Franchise Business Executive.