Domino’s Pizza is a pizza delivery chain that was founded in 1960 by Tom and James Monaghan. The company is headquartered in Ann Arbor, Michigan, and has more than 15,000 locations worldwide. Domino’s is known for its quick and easy pizza delivery, as well as its affordable prices.
So is their target market? Who prefers to order pizza from Domino’s rather than from other pizza delivery and takeaway chains?
In this article, we will review Domino’s target market and understand when and why people order from Domino’s.
Who is Domino’s Target Market?
One of the best ways to understand who is Domino’s target market is to understand, first of all, why people order pizza and next why they order from Domino’s as opposed to from other pizza chains like Pizza Hut or Papa Johns’s.
By understanding people’s need for pizza and then their motivations for buying at Domino’s, we can divide Domino’s target market into the following consumer segments:
- People who love Pizza
- People who specifically love Domino’s Pizza
- People looking for a takeaway/delivery meal
- People looking for convenience
- People looking for a meal that is value for money
- People who have guests coming over for a casual meal
- Friends hanging out over a pizza
- Parents looking for a meal their kids will love
- People looking for comfort food
- Companies ordering pizza for employees
Let’s now look closely at each of these segments of Domino’s target market.
#1. People who love Pizza
The most obvious segment of Domino’s target market includes people who simply love pizza. They’re the ones who would order pizza even if it was from a chain they didn’t particularly like. They might buy pizza from Domino’s, Pizza Hut, or Papa John’s – it doesn’t matter to them, they just want their pizza fix.
For these people, Domino’s offers a quick and convenient way to get their hands on a delicious pizza. They might not be particularly loyal to the brand, but they’re still an important part of Domino’s target market.
#2. People who specifically love Domino’s Pizza
This segment of Domino’s target market is made up of people who have a strong preference for Domino’s pizza over other brands. They might like the taste of Domino’s pizza better, or they might appreciate the company’s quick and convenient delivery service.
These are the customers who are most likely to be loyal to Domino’s and to order from the company on a regular basis. Keeping these customers satisfied and retaining their loyalty is crucial for Domino’s continued success.
#3. People looking for a takeaway/delivery meal
Sometimes, people just don’t feel like cooking. It might be because they’re too tired, or it might be because they don’t have the ingredients they need to make a meal from scratch. Or sometimes, they simply want to pick up a quick meal on their way home from work.
Whatever the reason, these people are looking for a quick and easy takeaway or delivery meal that they can enjoy in the comfort of their own homes.
Domino’s is the perfect solution for these customers, as the company offers both takeaway and delivery services. And with a wide range of pizzas, sides, and desserts on the menu, there’s something to suit everyone’s taste.
#4. People looking for convenience
No one can argue that Domino’s is not a convenient option for pizza. Whether you’re ordering takeaway or delivery, the process is quick and easy. And with more than 11,000 locations in over 70 countries, there’s likely to be a Domino’s pizza shop near you.
For people in this segment of Domino’s target market, convenience trumps everything else. They may not be particularly concerned about the type of pizza or the price, they may not even care if they order pizza or something else – they just want a quick and easy way to get their hands on a hot meal.
Domino’s faces stiff competition trying to reach this segment of its market from other fast food and fast-casual restaurants which also offer convenience. These could be places like Panera Bread or Pret a Manger or even those offering classic American fare of burgers and fries like Five Guys, Whataburger, or In n Out Burger.
#5. People looking for a meal that is value for money
One of the main attractions of Domino’s pizza is that it offers good value for money. A large pizza can feed a family of four for less than $20, which is a pretty good deal.
For people in this segment of Domino’s target market, price is a key consideration. They want to be able to feed their family a hot meal without spending a lot of money. And Domino’s pizza offers them a great solution.
However, it’s important to remember that Domino’s isn’t alone in this category. Customers looking for a good bang for their buck are just as likely to walk into Burger King or McDonald’s or KFC. Yes, this means no Pizza but it still means value for money. And for those who absolutely want pizza, there’s the option of frozen pizza as an alternative to any Pizza takeaway.
#6. People who have guests coming over for a casual meal
When people have guests coming over, say to watch a game, they want to be able to offer them a meal that is casual and easy to eat. Something like pizza fits the bill perfectly.
Domino’s offers a range of pizzas that are perfect for sharing, as well as some delicious sides and desserts. This makes it the ideal option for people who are looking to feed their guests without having to go to too much trouble.
Ordering pizza also means that there’s no need to spend time cooking and cleaning up afterwards. You can simply sit back, relax, and enjoy your guests’ company.
#7. Friends hanging out over a pizza
Just like the previous group of people, this group is also looking for a casual and easy-to-eat meal. But in this case, they’re not feeding guests – they’re simply hanging out with friends and want to enjoy some good food without having to cook.
Pizza is the perfect solution for this group, as it can be shared and enjoyed without any hassle. And with a wide range of toppings to choose from, everyone is sure to find a pizza that they like.
Domino’s is a great option for this group, as it offers both takeaway and delivery services. This means that they can either go to the pizza shop to pick up your order or have it delivered straight to their door.
#8. Parents looking for a meal their kids will love
Parents are always struggling to find meals that their kids will actually eat. It seems like they’re either too picky or they just don’t like anything.
But one thing that most kids love is pizza. And luckily for parents, Domino’s has a wide range of pizzas that are perfect for even the pickiest of eaters. So if you’re a parent who is looking for an easy and stress-free meal, then Domino’s is definitely the way to go.
#9. People looking for comfort food
Pizza can be the ultimate comfort food. It’s warm, cheesy, and filling – everything you need to make you feel better. People who are feeling down and blue or have had a tough day are often looking for a “pick-me-up” to make them feel better. And pizza can be just what the doctor ordered.
People in this category can be a prime segment of Domino’s target market. Given that Domino’s pizza hits the right spots for those looking for comfort food and given its ubiquity, it’s no wonder that people turn to Domino’s when they’re feeling down.
#10. Companies ordering pizza for employees
Companies often order lunches for a team or a group of employees. And pizza is always a popular option. It’s easy to order, it’s usually pretty inexpensive, and most people like it.
Domino’s is a great option for companies who are looking to order lunch for their employees. Many companies will have a Domino’s account that they can use to easily order pizza for their employees. They may even have standing orders that are placed on a regular basis.
So if you’re a company looking for an easy and affordable lunch option, then Domino’s should definitely be on your radar.
Conclusion
Pizza is a universally loved food making people who simply love pizza and those who especially love Domino’s pizza the most obvious segments of Domino’s target market.
People looking for a takeaway or delivery meal are also likely to choose Domino’s as long as they want a pizza. The same goes for people looking for convenience and value for money.
People who have guests coming over for a casual meal or those who want to hang out with friends are also Domino’s target market. Parents looking for a meal that the kids will enjoy will often order pizza from Domino’s as will companies for their employees.
Finally, pizza can be the ultimate comfort food making people looking for a pick-me-up a perfect target market for Domino’s Pizza.