The corporate
culture at Domino’s Pizza does not include sit back and wait. Domino’s understands that the consumer is
dynamic not static and Domino’s wants to
be dynamic as well according to Steven Johnson, Grocerant Guru® at Tacoma, WA
based Foodservice Solutions®.
In order to drive incremental customer relevance
Domino’s plans to make customized e-bikes available to U.S. franchisees this
year as a delivery-vehicle option, in part because of the labor benefits and
according to Johnson that’s getting a Two for One benefit for Domino’s. In
addition to driving new electricity into the Domino’s brand.
According to Domino’s “the bikes feature
a small electronic motor that helps a rider get up hills or take a break from
pedaling. In tests, the bikes proved a particular benefit in high-traffic
situations, since they can scoot around long lines of cars, and in areas
where parking is a problem.”
The bikes can travel 25 to 40 miles
between charges, depending on how much pedaling the rider chooses to do. The
model that will be supplied to Domino’s under a deal with Rad
Power Bikes, a leading manufacturer, will feature front and rear cargo
areas that can hold up to 12 large pizzas, as well as drinks and other items
from Domino’s menu. They have a cruising speed of up to 20 mph and are
outfitted with lights for nighttime travel.
On a side note: the cost of the devices
was not revealed; Rad Power markets its vehicles to consumers for about $1,500
each.
Tom Curtis, Domino's EVP of corporate
operations stated "Domino's tested e-bikes in a number of corporate-owned
stores across Houston, Miami and New York earlier this
year, and those stores saw improvements in overall delivery and service,"
Curtis, indicated that an unexpected
benefit was the e-bike’s appeal to potential hires. “The [test] stores were
able to hire from a wider pool of candidates, including those who might not
have a car or driver's license,” .. “Plus, stores that were already delivering
with traditional bikes saw improved team member satisfaction with
e-bikes."
At the unit level there were incremental benefits
as employees who ride e-bikes are not required to buy insurance, as car drivers
are. Domino’s, noted that e-bikes aren’t widely used by domestic franchised
units, but are common in overseas markets. How are you driving new electricity?
So, is your brand looking a customer
ahead? Are you looking to grow business
like you did yesterday or do you want tomorrow customers? Just where is your
brand headed? Are you building a larger share of stomach or a larger share of
Top of Mind or both?
Johnson stated “that in my minds-eye the
new electricity must be very efficient for the supply chain and includes such
things as fresh foods, plant based
foods, sampling, toy’s, beer, developing
brands, unique urban clothing, grocerant positioning, fresh food messaging,
autonomous delivery, cashier-less retail, plates, glasses, cash-less payments,
digital hand-held marketing.
All food and beverage retailers to
survive the next generation of retail must embrace the artificial intelligence
revolution while simultaneously embracing fresh food and beverages that
are portable, fresh, with differentiation that is familiar not different. Does your retail path forward look more
like yesterday than tomorrow? Why?
Foodservice
Solutions® team is here to help you drive top line sales and bottom-line
profits. Are you looking a customer ahead?
Visit www.FoodserviceSolutions.us for more information
or contact: Steve@FoodserviceSolutions.us Remember success
does leave clues and we just may the clue you need to propel your continued
success.
Battle for share of Stomach
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