Pizza Hut vs Domino’s

Sabina Dossaliyeva

Brianna Gilstrap

Blair Lawrence

Pizza Hut vs Domino’s

(860) :Ate pizza for the 3rd time today, can't decide if that's disgusting or an amazing aspect of American culture.

Background

Pizza Hut

Founded in 1958 in Kansas

In 1971 became the number onepizza restaurant in the world interms of sales and number ofrestaurants

In 1972 started expandinginternationally

1986 started their deliveryservice

In 1994 became the first nationalpizza chain to offer delivery overthe internet

In 2001 became the first pizzacompany to deliver to space (?!)

Background

Domino’s

1960 Domino’s was founded inMichigan

1983 started expandinginternationally

1993 starts focusing solely on their“Total Satisfaction Guarantee,” whichstates they will remake or refundyour pizza if you are dissatisfied forany reason

1998 Domino’s HeatWave isintroduced to keep delivered pizzaswarm all through delivery

2007 was introduced online and canbe ordered through the mobile

Pizza Hut vs Domino’s:Who Delivered the Best Marketing Strategy?

Rates various aspects of each company’s strategy on a 5 starsystem

Both companies increased their advertising media budget in2009

Pizza Hut leads with 18% of pizza sales while Domino’s has10 % of the market

The companies were compared on all aspects of theirmarketing strategies, such as TV advertisement and socialmedia

Social Media

Advantages: User selects product information, interactiverelationships, direct selling potential

Disadvantages: Technology limitations, websnarl, few validmeasurement techniques

Overall, Pizza Hut has a broader and more extensive socialmedia strategy

Television Advertising

Advantages: Mass coverage, high reach, low cost perexposure

Disadvantages: Short message life, low selectivity, highproduction costs

Generally Pizza Hut focuses more on product quality andcelebrity spokespeople, while Domino’s focuses on price andhumor strategies

Pizza Hut also came out with a campaign specificallycontaining comparative ads in 2007

Verdict: Domino’s Delivered

The article states that Domino’s did a better job with theirmedia strategies by focusing on value-based offers in their TVadvertisements, which worked really well in the recession

Although Pizza hut had better social media strategies, with awebsite that is easy to navigate and more interaction withconsumers on Facebook and Twitter, this particular categoryis more driven by TV promotional activity

30 Minute Guarantee

References

Young, A. (2009, September 16). Pizza Hut vs. Domino’s:Who Delivered the Best Media Strategy?. Advertising Age.