The digital consumer and evolving digital platforms : Domino's in Malaysia

Domino's is a globally renowned pizza chain initially established as a single pizza restaurant in 1960 in Ypsilanti, Michigan, in the USA by two brothers, Tom and James Monaghan. The company is now a global giant operating in more than 70 countries with a total store portfolio of more than 10 000 outlets. Overseas operations contribute more than 50% of total revenues, and more growth prospects are expected in these international markets. The chain uses franchising as its mode of entry into international markets, with franchisees paying a set percentage of their sales as royalties to the holding company. Domino's has managed to establish itself as one of the leading pizza delivery companies in the world using producer and process innovation as key differentiating competitive advantages. A crucial part of the company's global strategy is its adaptation of its menu to suit the tastes of local customers. Examples of this include more vegetarian offerings in India, seafood toppings in Japan, and the exclusion of pork in Muslim-majority markers such Indonesia and Malaysia.