How would you like an 800% increase in online sales? Read on to find out how one company did exactly that…
Pizza aficionados might disagree but, when it comes to delivery and ‘mass market’ pizza, there’s not a big difference in quality between the major players. I’m confident a blind taste test would prove my point.
To be successful, a pizza company must differentiate itself from the other pizza companies by positioning themselves as better and different.
A small company in the United States faced this differentiation challenge in the 1960s. Tom Monaghan had bought his brother’s share of Domino’s Pizza (for a used Volkswagen Beetle) and was sleeping on a cot in the store.
At the time, Domino’s was just another pizza restaurant in Michigan. Monaghan needed to increase revenue and he wanted to grow a franchise. To make Domino’s stand out from the competition, Domino’s came up with a promise:
Pizza delivered in 30 minutes or it’s free.
In 2009, Domino’s reported $1.4 billion in revenue.
People in the shipping and logistics business might disagree, but there is little difference between the major shipping companies to the average person in the street who wants a package or letter delivered overnight. FedEx recognised this and, like Dominos, came up with a promise.
When it absolutely, positively has to be there overnight.
FedEx went from being a small courier service based in Tennessee to one of the largest companies in the world; its airplanes travel … Read More >>