Inside Dodo Pizza’s innovative strategy to dominate the pizza market
Dodo Pizza may not be essentially the most well-known pizza chain, at the very least not within the UK.
Nevertheless, it’s the truth is one of many fastest-growing restaurant chains in Europe, and the most important pizzeria in its native Russia.
The chain presently has 549 pizzerias in 13 international locations, and plans so as to add one other 1,000 in Europe, Asia, and Africa over the following 5 years. It’s a daring intention, however one which its founder – who has been described as “the Steve Jobs of pizza” – appears intent on reaching.
So what precisely makes Dodo Pizza totally different to all the remaining? Right here’s a take a look at the chain and the explanations behind its flourishing success.
Pizza with a facet of tech
Dodo Pizza describes itself as “a firm that merges IT and retail”. It is because, as an alternative of counting on third-party software program, it has introduced improvement in-house; a call it believes can be essential to its future success within the QSR (fast service restaurant) business.
Dodo Pizza has created its personal cloud-based digital platform (known as Dodo IS), which handles every little thing from cell app orders to kitchen workflow. So, for instance, as an alternative of paper tickets, workers can enter and monitor orders by way of the Dodo IS system, which is linked to the Dodo web site in order that the client can see when their pizza is because of arrive.
The Dodo IS platform can be why the chain has been in a position to develop so shortly. As chief agile officer, Anton Bevzuk, says, “Dodo Pizza is a novel cloud-first pizza retailer. Which means after we grant a franchise, what we’re actually granting franchises is entry to a service.”
Certainly, Dodo doesn’t see its worth solely when it comes to pizza gross sales. With a workforce of 250 builders, it’s working to develop its ‘digital franchising platform’ into different areas. The workforce is reportedly growing a cloud POS system for pizza retailers, which it describes as “a money register within the browser”. The hope is that it will likely be viable for different retail contexts – an indication that Dodo sees itself as extra of an IT startup than a pizza chain.
Transparency and information
One other level of distinction for Dodo is its dedication to transparency. The corporate is massively vocal about its ambitions, goals, and even its monetary standing (which is particulars in a month-to-month report despatched out to subscribers).
It additionally has an influential weblog, which founder Ovchinnikov began on the similar time he opened the very first Dodo Pizza in Russia in 2011. Dodo Pizza’s strategy to on-line content material has contributed to its fame as a tech-forward firm, and in flip, one which many individuals need to work for.
By publishing its targets (each in-progress and future), Dodo Pizza additionally holds itself accountable. In 2018, the corporate got down to slash supply occasions in Eurasia from 42 to 27 minutes. It didn’t obtain this, but it surely did cut back the typical supply time by eight minutes, closing in on its goal supply time by 53%.
Dodo’s clear strategy meant that it has no alternative however to personal its ‘failures’, and to proceed working in direction of its purpose. The truth that it publishes the typical supply pace from the final seven days in each metropolis on its web site additionally implies that it has nowhere to cover.
The advantages of being so open and clear outweigh any potential pitfalls; transparency helps to instil actual belief in shoppers, in addition to buyers and suppliers. The choice to place webcams in every of Dodo’s kitchens is one other instance of this, in addition to a intelligent slice of selling that additionally helps to ramp up anticipation for supply.
LIVE BROADCAST!!!We use an online digital camera in our kitchen. So that you generally is a spy in our kitchen.Take pleasure in watching the preparation…
Posted by Dodo Pizza Brighton on Thursday, 22 November 2018
Dodo’s customer-focused strategy additionally extends to its supply technique. Whereas partnerships with supply apps have change into the norm for a lot of, Dodo Pizza doesn’t work with any in its native Russia. Equally, Dodo doesn’t work with so-called ‘darkish kitchens’, which basically act as co-working areas for eating places (fairly than placing stress on present retailers).
As a substitute, the corporate ensures its personal supply drivers go above and past anticipated service, giving every driver the client’s title and even a ready speech to provide on the doorstep. Based on PMQ, “the corporate even employs a secret shopper’s service to verify drivers deal with prospects by title and comply with the script.”
Alongside this, Dodo focuses on its place as a dining-in restaurant in addition to a supply service. In different phrases, its technique is to construct a hybrid mannequin, which suggests rising foot visitors in small pizzerias, in addition to utilizing its pizza supply service to fulfill demand from its web site and cell app.
Localised (and outlandish) advertising
It’s tough to face out in a market dominated by the likes of Papa John’s and Domino’s, which is why Dodo Pizza doesn’t simply depend on conventional advertising. As a substitute, it takes a extra in-your-face strategy, utilizing guerrilla techniques to get the phrase out.
Again in 2014, Dodo Pizza made headlines all over the world for being the primary pizza firm to ship by drone. Regardless of being given two fines in consequence (for violating the air area, and arranging cargo transportation with no license), the quantity of publicity generated outweighed the harm. Once more, this was amplified by the model’s personal protection on its weblog and social media channels.
Whereas social media advertising is a giant focus, Dodo isn’t averse to extra conventional techniques both. It takes a market-by-market strategy (as an alternative of a blanket technique throughout all international locations), and encourages retailer footfall as a lot as on-line visitors.
With the intention to improve gross sales in its first UK retailer, positioned in Brighton, the model put an entertaining spin on leaflet distribution, sending out its mascot to entertain passers-by. From 100 leaflets, which included a promo code for a free slice of pizza, the model noticed a 23% conversion fee.
Total, it seems that Dodo Pizza’s journey to date has been a check and study course of. In documenting each its successes and its failures, it exhibits the truth of what it’s wish to compete in such a extremely aggressive business.
Underpinned by an revolutionary enterprise mannequin, it’s definitely one to keep watch over.