The concept of franchising allows franchisees the ability to operate under a consistent and often high profile national brand, gaining advantage over their independent competitors. By paying into a national advertising fund franchisees gain a greater return on their marketing investment, and the opportunity to use central platforms to drive sales on a local basis.

Bill Ewbank comments, "Domino's Pizza has been extremely successful in making franchisees' money go further. It is the only pizza company in the UK to sell via the internet and interactive TV platforms and was also the first to link up with The Simpsons, one of the world's best loved household brands.

"All of our franchisees benefit from this kind of activity but the ones who make the largest sales increases will stop to think how their customers might be encouraged to order through additional activity around their store. No one understands the needs of individual customers better than our local franchisees."

Pizza people - Mike Groves

Mike owns three Domino's stores in Worthing, Chichester and Hastings.

He believes that a good Dominos campaign combines exciting product news with clear cost effective communication right into consumer's homes. Franchisees are then able to leverage this platform locally.

Mike comments, "When Domino's are on TV, I up-weight my local direct mail activity, add local radio to the mix where possible, and focus 100% on the national campaign, letting my normal local deals take a back seat.

"My two established stores have seen sales increases of more than 50% and 30% respectively over the last two years and the biggest peaks have been seen during national activity. However, it only works if I stick to providing my customers with top quality pizzas and great delivery times. I can't stress this enough. There is no point in wasting your money making the phone ring if you can't deal with it. For me the formula works, and it's definitely not rocket science!"

If you would like further information about becoming a Domino's franchisee, photography or would like to unsubscribe, please drop an email to Jennie Hudson at jhudson@lexispr.com or call 0207 9086496.

Interested and want to know more about Domino's Pizza Franchise?

The Domino's Pizza Franchise profile outlines all aspects of their franchise opportunity and allows you to contact them for further information or to ask a question.

View basic franchise profile