Executive summary

The intention of this study is to investigate the marketing strategies of two competing fast food franchises and to identify which franchise is better in terms of marketing. This research task looks at the ways of what makes a franchise successful, and what they do in order to market their products, come up with innovative solutions and to make customers happy. Solutions to problems involving marketing will also be discussed. This research task is a comparative study of Domino’s Pizza and Pizza Hut.

Background of Domino’s Pizza

Domino’s Pizza was founded by two brothers, Tom and James Monaghan in 1960. The brothers purchases “DomiNicks”, a pizza restaurant in Ypsilanti, Michigan. They borrowed $900 to purchase it. The name was then changed to “Domino’s Pizza”. Today, there are more than 13 800 Domino’s Pizza restaurants internationally. There are 5 000 Domino’s Pizza restaurants outside of the USA. Domino’s Pizza specialises in pizza. They have also introduced side dishes and desserts to their menu over the years with increasing popularity.

Background of Pizza Hut

Pizza Hut was founded by two brothers, Frank and Dan Carney from Kansas, USA in 1958. They borrowed $600 to start their business. Today, there are more than 13 000 Pizza Hut restaurants open in more than 100 countries internationally. Pizza Hut specialises in pizza. They have introduced other menu items over the years due to the businesses success, such as pizza folds, pasta, salads,