DOMINO’S PIZZA CASE ANALYSIS 1

Domino’s Pizza Case Analysis

Chris Kobeda, Derek Meachum, Chase Wittenauer

East Carolina University

DOMINO’S PIZZA CASE ANALYSIS 2

Domino’s Pizza Case Analyst

NAICS/SIC

Each organized business is classified into an industry (United States Census Bureau,

2012). NAICS stands for North American Industrial Classification System. These specific codes

are used by the government and businesses to classify different organizations by a certain type of

economic activity (Thompson, Peteraf, Gamble, & Strickland, 2012. The NAICS code for

Domino’s Pizza is 722513 (United States Census Bureau, 2012). This code is for Limited-

Service Restaurants (United States Census Bureau, 2012). The definition of the code is stated as,

“This U.S. industry comprises establishments primarily engaged in providing food services

(except snack and nonalcoholic beverage bars) where patrons generally order or select items and

pay before eating. Food and drink may be consumed on premises, taken out, or delivered to the

customer's location” (United States Census Bureau, 2012).

Next, is the SIC Code. This code is only four digits and is another code used by the

government and businesses to classify industry areas. The SIC code for Domino’s Pizza is 5812

(United States Census Bureau, 2012). These codes are mostly based on similarities within

industries.

Vision/Mission Statement

According to their website, Domino’s Pizza mission statement is the following: Sell more

Pizza, have more fun (Domino's Corporate, 2013). The mission statement consists of two

important aspects- Products and/or services offered and the Target Market (Thompson, Peteraf,

Gamble, & Strickland, 2012). Both consist of three groups that meet the needs of customers,
DOMINO’S PIZZA CASE ANALYSIS 3

meet the needs of employees, and meet the needs of investors (Thompson, Peteraf, Gamble, &

Strickland, 2012). The Mission Statement is the company’s reason for existence and answers the

question, why they exist (Thompson, Peteraf, Gamble, & Strickland, 2012). Domino’s Pizza

mission statement is short and simple but really means more. Domino’s Pizza has been

delivering high quality, affordable pizza in a timely manner since 1960, while creating a healthy

atmosphere for all employees and customers (Domino's Corporate, 2013). We strive to be

number one in pizza and number one in people. At Domino’s we take pride in customer

satisfaction and provide returns for all investors through high revenues and income from

operations (Domino's Corporate, 2013).

According to their website, Domino’s Pizza Vision statement is the following: Number 1

in Pizza, Number 1 in People (Domino's Corporate, 2013). The vision statement is geared

towards a more long-term view than the mission statement. Also stated on the company’s

website were several important values relating to their mission and vision statement. Their values

include, Treat people as you’d like to be treated, produce best for less, measure, manage and

share what’s important, think big and grow, set the bar high, train, never stop learning, promote

from within, and we are not ordinary, we are exceptional (Domino's Corporate, 2013).

Enterprise Strategy

There is no Enterprise Strategy for Domino’s Pizza Corporation.

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Corporate Level Strategy

Domino’s Pizza competes head on in the fast food industry, among companies like

McDonald’s, KFC, Chick-fil-A, etc. However, more specifically, Domino’s serves in the pizza

delivery restaurants. These restaurants include Pizza Hut, Papa Johns, and any other local pizza

delivery brick and mortar.

An innate strategic advantage that Domino’s has over its competitors in the fast food

restaurant industry are their 10,255 operating stores in the U.S. and international countries. As

reported in their 10K report, Domino’s operates at three different segments along the business

line. The first segment is domestically owned and franchised stores. This consists of the 4,540

franchised stores and 388 company-owned stores in the United States (“Domino’s Pizza, Inc.”

2012). The second segment that they operate in are their domestic supply-chain stores.

“Domino’s supply-chain segment operates dough manufacturing and supply-chain centers, one

thin-crust, one supply, and one vegetable center” (“Domino’s Pizza Inc.”, 2012). The third, and

final segment that the company uses are their International operating stores, which conclude at a

tally of “5, 327 stores outside of the contiguous United States.”(“Domino’s Pizza Inc.” 2012).

The overall attitude towards growth for Domino’s Pizza is to grow and become the

largest, fastest, and overall best pizza delivery company in the world. To do this, they operate

themselves by implementing and executing an array of growth strategies.

The first strategy that Domino’s executes on is concentration strategy. This strategy

consists of a basic principle in which a business or company does one thing and does this one

task very well. There are three sub-strategies underneath the concentration strategy and the first

one is known as product development. The product development strategy means that a company
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sells a “new product” in the same market. Domino’s is using the product development strategy

by selling new types of pizza, the thin crust and deep dish, along with the pasta bowls, chicken

wings, and deserts to the same market of pizza consumers. This strategy allows Domino’s to

diversify and strengthen their menu while appealing to a larger market of people that not only

enjoy eating pizza but also other entrée’s that Domino’s has implemented into their menu.

The second sub-strategy is known as market development. This sub-strategy allows a

company to sell the same product in a “new market”. Domino’s is doing this by going

internationally and selling pizza in 70 foreign countries (“Domino’s Pizza Inc.”, 2012). This

impacts the company in a positive manner because the 70 foreign countries significantly improve

Domino’s revenue, but more importantly their profit. The third sub-strategy within the

concentration strategy is known as market penetration. This strategy means that a company will

sell more of the same product in the same market. Domino’s is doing this by selling more pizza

with better deals to the same markets in America. A couple examples of this sub-strategy being

implemented was the well-documented ‘5-5-5’ deal which consisted of deal three medium pizzas

for just $5 per pizza. A second illustration comprised of a customer-favorite special of 2 Large-2

Toppings pizzas for just $8 each.

The above examples are just a few ways in which Domino’s effectively used various

means within the concentration strategy to target a vast amount of people and allow Domino’s to

become the number one pizza delivery company in the United States with a 22.5% share of the

pizza delivery market based on reported consumer spending. Furthermore, Domino’s successful

concentration strategy has also allowed them to become a leading international presence and

rank as the second largest pizza company in the world, based on number of units (“Domino’s

Pizza Inc.”, 2012).

DOMINO’S PIZZA CASE ANALYSIS 6

Another growth strategy that Domino’s incorporates is backwards vertical integration.

This type of growth strategy involves an organization purchasing supplies to achieve improved

efficiency and cost savings. Domino’s operates 16 dough manufacturing centers in the U.S. and

6 internationally, a thin crust supply-chain center, and a vegetable center (“Domino’s Pizza Inc.”,

2012). By owning and operating various centers, Domino’s can position their selves to maintain

a constant inventory on produces and the most important ingredient to their success; dough.

Although these centers are not in Domino’s specific industry, it still allows them to gain a

competitive advantage.

The last growth strategy that Domino’s use is as an alliance strategy. An alliance strategy

is any agreement between two or more firms that is formally acknowledged (Thompson, Peteraf,

Gamble, & Strickland, 2012). As reported in their 10K report, Domino’s is currently in an

agreement with a cheese manufacturer as of October of 2012. Domino’s specifies this by stating

that “the supplier agreed to provide an uninterrupted supply of cheese and agreed to and five-

year pricing period in which Domino’s is to purchase all of its primary pizza cheese for the

Company’s domestic stores…”(“Domino’s Pizza Inc.,” 2012). Domino’s also has a contract

from a single meat supplier company starting in November of 2010 and ending in October of

2013 (“Domino’s Pizza Inc.”, 2012).

With respect to the organizational chart, collectively, we have decided that Domino’s

Pizza Inc. uses a SBU/Advanced Structure for their company. This structure is comprised of a

certain number of strategic business units that are underneath corporate. Compiled underneath

these SBU’s are divisions. By using an advanced structure, corporate would always be at the top

of the hierarchy. Below corporate, they are comprised of two strategic business units, which are

then comprised of a certain number of divisions.

DOMINO’S PIZZA CASE ANALYSIS 7

Domino’s operates its business in two different geographic areas which compose our

strategic business units. The first one is United States and the second one is International

Facilities. For the United States SBU, it is comprised of six divisions that Domino’s owns and

controls. The six divisions are company-owned locations, franchised locations, 16 dough

manufacturing locations, 1 thin-crust manufacturing location, 1 equipment and supply facility,

and 1 vegetable facility. Each division works together to create the optimum level of revenue and

profit. Under the franchised owned locations, they are headed by an owner who has a restaurant

manager, supervisor(s), and employees that work for him or her. For the International SBU, it is

comprised of all of the franchised locations and the six dough manufacturing facilities located

oversees that support the 70 countries that Domino’s have locations in.

Business Strategy Level

Domino’s serves in the limited-service restaurant industry in which their primary line of

business is fast food. Domino’s is classified as a limited-service restaurant because consumers

typically pay for their food before consuming it. Also, food and drink may be consumed on

premises, taken out, or delivered to the customer's location (“North American Industry,” 2011).

In order for Domino’s Pizza Inc. to compete in the fast food industry successfully, they

must be able to appeal to a large amount of consumers based on cost and convenience both

within the United States and internationally. As a result, Domino’s business level strategy would

be being the best-cost provider. Domino’s reinforces their intent to demonstrate this strategy

within their 10K report in which they state “We adhere to the following guiding principles,

which are based on the concept of one united brand, system and team: putting people first,

demanding integrity, striving to make every customer a loyal customer, etc.” (“Domino’s Pizza

Inc.,” 2012). Being the best-cost provider, Domino’s must be able to provide some valuable
DOMINO’S PIZZA CASE ANALYSIS 8

attributes at a fair and reasonable price and Domino’s does this by constantly putting their

customers first and letting their product come second. Realizing that the customers drive a

business, Domino’s has positioned itself to maintain a constant grip on their business while

allowing entrepreneurs to invest in Domino’s and open their own store(s).

Another instance in which Domino’s exhibits their best cost strategy is being the market

share leader in the delivery segment and the second largest in carry-out. Domino’s specifically

states that the above fact is a “segment we have been focused on growing given our strong brand,

convenient store locations and quality, affordable menu offerings” (“Domino’s Pizza Inc.,”

2012).

Domino’s successfully competes in the fast food industry with the help of their four p’s

of marketing. First off, with respect to the product, Domino’s offers its consumers 34 million

different combinations of creating a pizza. This is their primary product; however, since 2008

Dominos have been implementing new appetizers and entrees on their menu to diversify from

their primary product. Some of the new products include: cinnamon sticks, wings, pastas, and

sandwiches.

Due to the nature of this specific type of business, price does not greatly fluctuate among

various products because the fast food industry is based on the premise of convenience for a

product that is generally accepted as inexpensive. In this area, promotion and price coincide in

which they use promotion methods to offer numerous price points to customers. For example

“Two Medium, Two-topping pizzas for $5.99 each”. Other than promotions used for their

pricing strategy, the other aspect of pricing is the difference among the carry out option and

delivery option, in which Domino’s charges a fee to deliver a customer’s order to its proper

destination.
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Arguably the biggest area in the four P’s is the promotion segment in which Domino’s

serves to reach their customers. The primary means of promotion for Domino’s for successful

advertising include: television, web-based promotions, radio and print. Furthermore, promotion

has been an extreme level of importance to Domino’s within the past five years, Over the past

five years, domestic franchise and Company-owned stores have invested an estimated $1.4

billion on national, local and co-operative advertising in the United States alone (“Domino’s

Pizza Inc.,” 2012). Furthermore, Domino’s has been extremely concentrated in reinventing their

brand name in which “domestic same-store sales have grown recently due to a brand

revitalization campaign headlined by the success of their "New and Inspired" pizzas” (IBIS

World, 2013).

In the final aspect, the place segment of Domino’s primarily consist of carry out and

delivery. Domino’s insists that they believe by not offering a dine-in section, it gives them a

competitive advantage. This is because it limits the expenses on facilities and staffing and allows

Domino’s to focus on their customers via carry out and delivery.

As a result, Domino’s primary target market is concentrated within the United States and

consists of the premise of consumers wanting the convenience of Domino’s product.

Convenience typically applies to households with a family who are looking for perhaps their kids

to enjoy a quality pizza at an affordable price, all the while being able to enjoy it in a relatively

short period of time.

Functional Level Strategy

Domino’s functional areas consist of those where the work gets done for the corporation.

Domino’s would be classified as using an advanced divisional structure in which each division
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operates as independent profit centers. Being in an industry that relies heavily on franchises to

expand rapidly, it is easy to see that Domino’s must have executives who monitor each

department of Domino’s. Furthermore Domino’s states “our domestic Company-owned store

operations are divided into eight geographic areas located throughout the contiguous United

States while our domestic franchise operations are divided into four regions (“Domino’s Pizza

Inc.,” 2012).

Operations

Dominos serves 4,540 franchise stores domestically and 388 company-owned stores

located throughout all 50 states (“Domino’s Pizza Inc.,” 2012). Furthermore, due to the

operations of Domino’s, most of these stores do not have a dine-in area. Although this restricts

the number of customers to serve, it allows Domino’s to focus on their primary business of carry

out and delivery services to patrons. Furthermore, it minimizes operation costs and initial

building costs from the beginning.

With respect to Domino’s international presence, they operate 10,225 stores worldwide,

making it the second largest pizza company in the world (“Domino’s Pizza Inc.,” 2012).

Although, Domino’s acknowledges that international pizza delivery is relatively weak compared

to its presence in the United States, Domino’s believes there is a growing demand driven by the

aspect of convenience. Domino’s is extremely thorough in appealing to their target market by

stating in their 10K report that “the entire order taking and pizza production process is designed

for completion in approximately 12-15 minutes” (“Domino’s Pizza Inc.,” 2012).

Domino’s operations are essential to their existence because 95% of Domino’s is

franchised owned. In fact, Domino’s states on average franchisees own and operate an average of
DOMINO’S PIZZA CASE ANALYSIS 11

four stores (“Domino’s Pizza Inc.,” 2012). As a result, Domino’s Inc. main focus in their

operations is providing enough advertising and marketing strategies for the franchisee while also

keeping communication constant to provide accountability among the franchise owner.

Management

It is management’s duties to look over the operations among the domestic and

international stores that Domino’s operates. Furthermore, the company-owned stores operations

are divided into eight geographic areas throughout the United States while the franchise

operations are only divided into four regions. Specifically within these various eight areas, team

members provide direct supervision over the 388 company-owned stores.

The franchise operated stores facilitate differently among management in that the team

members provide additional benefits to the operations of the stores. This includes training, store

operational audits and marketing services, as well as financial analysis and store development

services to our franchisees. In order to stay on the same page with respect to communication,

Domino’s implements an array of computer-based training materials that help franchise stores

comply with standards set forth by Domino’s. In order to do this efficiently and economically,

Domino’s has franchise advisory groups which facilitate communications between the company

and the franchisees

Human Resources

This department within Domino’s Inc. deals with the applications of entrepreneurs who

want to obtain a franchise store from Domino’s Inc. This means that human resources (Franchise

Development Team) must be able to identify those individuals who are capable of bringing cash

back into the corporation while maintaining the integrity of Domino’s standards and mission. In
DOMINO’S PIZZA CASE ANALYSIS 12

order to do this, Domino’s maintains a close relationship with their franchise stores through

regional franchise teams. This allows Domino’s to leverage among the franchise owners to

comply with the standards set forth by the corporation.

Research and Development

With respect to the research and development department within Domino’s, the company

specifically states that this area of their functional department operates in their headquarters, Ann

Arbor, Michigan. In this department, the company-sponsored research and development

activities include tasks like testing new products to add to their menus (“Domino’s Pizza Inc.,”

2012).

Industry Analysis

According to IBIS World and the five forces model of competition, Domino’s Pizza has

competition from rival sellers. Their main competitors include McDonald’s, Yum Brands,

Cracker Barrel Old Country Store, Wendy’s, Burger King Worldwide, Jack in the Box, Red

Robin, and Papa John’s (Mergent Online, 2013). There is little competition from potential new

entrants because the industry is very mature and has possibly reached its saturation point in the

domestic market (IBIS World, 2013). Due to several factors this industry is not very attractive

even though it has low barriers to entry (IBIS World, 2013). According to IBIS World, “The

limits of population size within a city or town that can properly support a franchise are being

approached, and competition for other high profile areas is intense. Over the next few years,

industry value added, which measures its contribution to GDP, is expected to grow at an average

rate of 1.1% per year, compared to GDP’s expected growth rate of 1.8% (IBIS World, 2013).

There are many reasons for a mature life cycle. Industry saturation is occurring in all

food-service industries (IBIS World, 2013). Profit Margins are low due to significant price-based
DOMINO’S PIZZA CASE ANALYSIS 13

competition on menu items (IBIS World, 2013). Growth in this market will occur only from

garnering market share and revenue from other food-service industries (IBIS World, 2013).

Significant price-based competition is continuing as well, as operators strive to capture an

increasing market share of slow growth domestic market (IBIS World, 2013). When discussing

sales and projected growth of the market, many franchise owners and operators are currently

expanding overseas to places like China, in particular (IBIS World, 2013). Through expansion

the company is able to generate more sales growth and establish a fair chance for market share in

the new location.

As economic activity increases, restaurants will focus less on specials and more on their

quality services. Over the next five years the number of establishments is supposed to increase

1.2% per year (IBIS World, 2013). Another huge shifting factor is the change in consumer

preference. According to IBIS World, the focus use to be on French, German and soul foods.

Now is a strong preference for Italian, Mexican, Japanese, Caribbean, and Mediterranean Foods

(IBIS World, 2013). This trend is expected to slowly grow as immigration patterns influence the

shift of cultural preferences (IBIS World, 2013).

Besides rival competitors, substitutes within the market include single-location full

service restaurants, bars and nightclubs, coffee and snack shops, and fast food restaurants (IBIS

World, 2013). The restaurant market share is too large to analyze per company so it is analyzed

by the entire industry. Pizza Shops hold 10%, Mexican food 8%, Cuisine restaurants are at 40%,

Asian food is 20%, American food is 12%, and European food is 10% (IBIS World, 2013).

There are four key economic driving forces. These forces include consumer spending, consumer

sentiment index, healthy eating index, and households earning more than $100,000 (IBIS World,

2013). Factors that influence the growth of personal consumption play a major role in consumer
DOMINO’S PIZZA CASE ANALYSIS 14

spending (IBIS World, 2013). According to IBIS World, “Changes in consumer sentiment have a

significant effect on household expenditure on discretionary items, including restaurant dining.

During a recession, demand for low-priced value products from restaurants increases” (IBIS

World, 2013). The healthy eating index is important because consumers are more aware of health

related problems and as the index increases, demand for healthier restaurants will increase,

opposed to those who lack healthy products (IBIS World, 2013).

It’s estimated the chain restaurant industry will resume its long-term term growth in the

future. IBIS World states that revenue is expected to grow at 5.5% in 2013 to $57.6 Billion (IBIS

World, 2013). Overall the industry is not attractive to enter because of the maturity but revenue

and sales are projected to grow slowly. There will be intense competition for the next few years.

Fierce price-based competition and an increase in new products will become the focus for many

companies (IBIS World, 2013).

SWOT Analysis

Strengths Weaknesses

 Strong Management-Business,  Slow Growing-Corporate,

Management Management

 Domino’s Brand Name-Corporate,  Lack of Organic Pizzas-Corporate,

Management Marketing

 Unique Selling Products-Business,  Price-Corporate, Marketing

Marketing  High Staff Turnover-Business,

 Satisfyingly Tasting Products- Management/HR

Business, HR  Slower Return on Assests than

DOMINO’S PIZZA CASE ANALYSIS 15

 Supply Chain-Corporate, Industry Average(3.50)-Business,

Management Finance

 International Presence-Corporate,  Extremely Weak ROE(-8.81%)-

Marketing/Management Corporate, Finance

 Strong ROA(36.81%)-Corporate,

Finance

 Increasingly Strong ROC(75.60%)-

Corporate, Finance

Opportunities Threats

 Emerging Markets-Economic  Increase of Food Costs-

 Increase in Internet Purchases- Economic/Environmental

Technological  Increasing Market towards

 Iphone Application-Technological Healthier Foods-Sociocultural

 Newer/Better Special Promotions-  Increase of Substitute Products-

Business Operations Competitor

Central Problem

The central problem with Domino’s Pizza is negative Shareholder Equity. Negative

Shareholder Equity (Stockholders Equity) means the company has incurred several losses that

offset the combined amount of payments made to the company for its stock by investors

(Bloomberg, Businessweek, 2013). Shareholder Equity = Total Assets – Total Liabilities.

DOMINO’S PIZZA CASE ANALYSIS 16

Domino’s Pizza has more Total Assets than Total Liabilities. As a measure, Shareholder Equity

reveals what the owners of a company (shareholders) would be left with if all assets were sold

and all debts were paid. In the case of negative Shareholder Equity, the owners theoretically

would owe money, although the structure of publicly traded corporation prevents common

stockholders from facing actual liability (Bloomberg, Businessweek, 2013).

Negative Shareholder Equity is a strong indicator of bankruptcy, and so it’s considered a

major warning flag for loan officers and credit analysts. Negative Shareholder Equity is common

for several situations. A company has several period of massive losses that more than offset the

balance in Shareholder Equity, and management has chosen to fund those loses with debt

(liability) rather than selling more stock (Bloomberg, Businessweek, 2013). If a company were to

liquidate at the time of negative Shareholder Equity, the shareholders would likely receive

nothing in exchange for their original investments in the company’s stock.

Another factor contributing to unequal debt is a negative Interest Expense. Most Interest

Expense comes from loans with banks, other lenders, and bonds possibly sold to the public (4-

Traders, 2013). Negative Net Interest means that you paid more interest on your loans than you

received in interest on your investments (4-Traders, 2013).

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(4Traders, 2013)

The graph above is the Income Statement Evolution from 4-Traders website. According

to 4-Traders website, this graph provides a possible financial outlook for Domino’s Pizza into

the future. Although Sales look to increase steadily, Net Income seems to be increasing at a

much slower rate. A slow growing Net Income is a sign of financial trouble.

(4-Traders, 2013)
DOMINO’S PIZZA CASE ANALYSIS 18

The graph above is the Financial Leverage for Domino’s Pizza. According to 4-Traders

website, projections for the next several years do not look good. Sales and EBITDA both

increase but the main concern is Financing and Debt. This relates to the central problem with

Domino’s Pizza and this graph is a perfect example of future projects. As the next several years

approach 4-Traders website has predicted that there will be negative leverage (4-Traders, 2013).

Negative leverage states that cost of borrowing money is greater than the return on the

investment and this relates to the central problem (4-Traders, 2013).

Solution

The true value of a company is the market value of its assets minus the present value of

all its liabilities (Bloomberg Businessweek, 2013). Shareholder Equity is viewed on the balance

sheet when estimating the worth of a company (Bloomberg Businessweek, 2013). There are

several components to Shareholder Equity including Retained Earnings, Current Profit, and

funds paid in by shareholders. A good but not optimal solution to solve negative Shareholder

Equity would be Capital Contributions. Capital Contributions are funds that stockholders invest

in a corporation beyond what they have paid for in shares. If Shareholders lend the corporation

money to grow, these funds will appear in the Capital Contributions and that causes Shareholder

Equity to rise on the Balance Sheet (Bloomberg Businessweek, 2013). Funds can be paid to

Shareholders as a return of the shareholders capital invested, or as a dividend paid out of

Retained Earnings or Profit (4-Traders, 2013).

The recommended solution for negative Shareholder Equity is to increase Net Profit.

When a company makes a Net Profit, it will appear as an increase in Shareholder Equity (4-

Traders, 2013). All profits in a company can be added to Retained Earnings the following year or
DOMINO’S PIZZA CASE ANALYSIS 19

paid out as dividends to investors (Bloomberg Businessweek, 2013). Due to the fact that the

Domino’s Pizza has a negative ROE, and negative Retained Earnings, it’s extremely critical to

add to this account. When a company’s Retained Earnings grow over time, they are viewed by

potential investors as a stronger company than one that distributes all profit immediately to its

owners (Bloomberg Businessweek, 2013). Retained Earnings help a company have funds to

grow and prosper (Bloomberg Businessweek, 2013). If Domino’s Pizza can increase Shareholder

Equity by raising Net Profit, the company will valued more highly by investors and traders.

There are several other ways to increase Shareholder Equity but increase Net Profit gives the

company the most available options.

Proforma: 1

Domino's Pizza, Inc. (DZP) Proforma #1 (in millions USD except per share)

(Growth Rate @ 1.57%)

Period Ending 1/3/2010 1/2/2011 1/1/2012 12/20/2012 12/20/2013 12/20/2014 12/20/2015 12/20/2016

Total Revenue 1,404.06 1,570.80 1,652.19 1,678.44 1,704.79 1,731.56 1,758.75 1,786.36

Gross Profit 386.98 438.59 470.52 501.34 509.21 517.2 525.32 533.57

Selling General and Administrative 197.47 210.89 211.37 219.01 222.45 225.94 229.49 233.09
Total Operating Expenses 1,214.55 1,343.19 1,393.05 1,396.11 1418.03 1440.3 1462.9 1485.87
Operating Income 189.51 227.7 259.15 282.33 286.76 291.26 295.83 300.47
Interest/Income (Expense), Net Total -110.26 -96.57 -91.34 -101.14 -102.73 -104.34 -105.98 -107.44
Other, Net 56.28 7.81 0.00 0.00 0.00 0.00 0.00 0.00

Net Income Before Taxes 135.52 138.95 167.81 181.19 184.03 186.92 189.85 192.83
Net Income after Taxes 79.74 87.92 105.36 112.39 114.15 115.94 117.76 119.61
Net Income applicable to CShares 79.74 87092 105.36 112.39 114.15 115.94 117.76 119.61

Basic Weighted Average Shares 57.41 58.47 58.92 56.42 57.31 58.21 59.12 60.05

(Domino's Corporate, 2012)

(Domino’s Corporate, 2012)

DOMINO’S PIZZA CASE ANALYSIS 20

The first proforma estimates Domino’s Pizza Revenue. As an entire group, we came up

with an overall percentage growth of 6.27% (Domino’s Corporate, 2012). The annual percentage

growth was 1.57% (Domino’s Corporate, 2012). This was found by dividing the overall growth

percentage by the number of years used. The revenues were stated on the income statement

dating back to the beginning of 2010. The four revenues for the past years were added together

and divided by the number of years to find the average growth rate in revenue.

Proforma: 2

Domino's Pizza, Inc. (DZP) Proforma #2 (in millions USD except per share)

(Growth Rate @ 3.07%)

Period Ending 1/3/2010 1/2/2011 1/1/2012 12/20/2012 12/20/2013 12/20/2014 12/20/2015 12/20/2016

Total Revenue 1,404.06 1,570.80 1,652.19 1,678.44 1,729.97 1,783.08 1,837.82 1,893.42

Gross Profit 386.98 438.59 470.52 501.34 516.73 532.59 548.94 565.79

Selling General and Administrative 197.47 210.89 211.37 219.01 225.73 232.66 239.8 247.16
Total Operating Expenses 1,214.55 1,343.19 1,393.05 1,396.11 1,438.97 1,483.15 1,528.68 1,575.61
Operating Income 189.51 227.7 259.15 282.33 291.00 299.93 309.14 318.63
Interest/Income (Expense), Net Total -110.26 -96.57 -91.34 -101.14 -104.25 -107.45 -110.75 -114.15
Other, Net 56.28 7.81 0.00 0.00 0.00 0.00 0.00 0.00

Net Income Before Taxes 135.52 138.95 167.81 181.19 186.75 192.48 198.39 204.48
Net Income after Taxes 79.74 87.92 105.36 112.39 115.84 119.40 123.07 126.85
Net Income applicable to C Shares 79.74 87.92 105.36 112.39 115.84 119.4 123.07 126.85

Basic Weighted Average Shares 57.41 58.47 58.92 56.42 58.15 59.94 61.78 63.68

(Domino's Corporate, 2012)

The second proforma for Domino’s Pizza estimates Net Income after Taxes. As a group

we decided on an overall growth rate of 12.27% (Domino’s Corporate, 2012). After finding the

overall growth rate we estimated the annual growth rate to be 3.07% (Domino’s Corporate,

2012). To find these numbers we used the Net Income after Taxes for the last four years. We
DOMINO’S PIZZA CASE ANALYSIS 21

then found the average growth rate by adding all the Net Income after Taxes together and

dividing by the number of years used. This gives us the overall average growth rate that we

decided to us. After finding the overall growth rate we can then find the annual growth rate by

dividing the overall growth rate by the number of years used. These calculations help us estimate

the future Net Income after Taxes for Domino’s Pizza.

Ratios

Financial Ratios (%) Domino’s Pizza Inc. (2012) Industry Average (2012)

Profitability Ratios

ROA % (NET) 36.81 15.10

ROE % (NET) -8.83 31.40

ROC % (Capital) 75.60 22.33

EBITDA Margin 18.25 9.90

Liquidity Ratios

Quick Ratio 0.82 0.60

Current Ratio 1.33 1.10

Debt Management

LT Debt to Equity NM 28.90

Total Debt to Equity NM 44.20

Asset Management

Total Asset Turnover 3.50 3.20

Receivables Turnover 18.52 36.90

DOMINO’S PIZZA CASE ANALYSIS 22

Inventory Turnover 38.12 43.90

Inventory 4.34 10.39

Efficiency

Cash Conversion Cycle 6.48 5.75

Payable Period 22.81 11.67

(IBIS World, 2013)

The first of ratios consist of profitability ratios. These ratios included return on total

assets, return on stockholder’s equity, and return on capital. Domino’s Pizza ROA was at 36.81,

compared to an industry average of almost half of Domino’s Pizza (IBIS World, 2013).

Domino’s Pizza has an excellent ratio when it comes to return on assets compared to the

industry. ROA is the measure of the return on total investment in the enterprise so the higher the

return on assets the better. Interest is added to after tax profits to form the numerators, since

assets are financed by creditors as well as stockholders (IBIS World, 2013). The next

profitability ratio is ROE. Domino’s Pizza has a negative return on equity compared to an

industry average of around 31.40 (IBIS World, 2013). Return on stockholder’s equity shows the

return stockholders are earning on their investment in the enterprise. As discussed during the

central problem and solution, Domino’s Pizza needs to evaluate their company financially from

an equity standpoint. As a group we discussed several solutions to increase shareholder equity on

their balance sheet.

Next is the Liquidity Ratios which included the quick ratio and the current ratio.

Domino’s Pizza has a quick ratio of 0.82, compared to the industry average of 0.60 (IBIS World,

2013). The quick ratio is an indicator of a company’s short term liquidity. It measures a

company’s ability to meet its short term obligations with its most liquid assets. Domino’s Pizza
DOMINO’S PIZZA CASE ANALYSIS 23

has a higher quick ratio than the industry average which is good because the higher the quick

ratio the better position of the company. The current ratio show’s a firm’s ability to pay current

liabilities using assets that can be converted to cash in the near term. Domino’s Pizza ratio was

1.33 which is quite average, compared to the industry average of 1.10 (IBIS World, 2013).

After analyzing the liquidity ratios we then move onto the debt management ratios also

knows as leverage ratios. As discussed in the central problem and solution, Domino’s Pizza has

negative stockholder’s equity so there long-term debt to equity and debt to equity ratio is not

measurable (IBIS World, 2013). This means that their shareholders are not receiving any returns

on their initial investments. According to 4-Traders website, graphs in the problem and solution

section shows financial leverage projections of the future for Domino’s Pizza. As the graph

shows, Domino’s Pizza looks to be headed towards negative leverage.

Next in the ratios table is asset management. Asset management includes total asset

turnover, inventory turnover, and receivables turnover. Domino’s Pizza has a total asset turnover

ratio of 3.50 compared to the industry average of 3.20 (IBIS World, 2013). Although the

numbers are close, this is a positive ratio to have for Domino’s Pizza. The ratio measures the

ability of a company to use its assets to efficiently generate sales. The lower the firm’s ratio the

more sluggish their sales are said to be. In this case Domino’s Pizza is better off than the

industry. Next is the receivables turnover. Receivables turnover is a measure used to quantify a

firm’s effectiveness in extending credit as well as collecting debt. Domino’s Pizza has a low

receivables turnover at 18.52 compared to the industry average of 36.90 (IBIS World, 2013).

This is bad for Domino’s Pizza because a low ratio implies the company should re-assess its

credit policies in order to ensure the timely collection of imparted credit that is not earning

interest for the firm (IBIS World, 2013).

DOMINO’S PIZZA CASE ANALYSIS 24

The last set of ratios consists of the efficiency ratios. First is the cash conversion cycle.

Cash conversion cycle is the length of time, in days, that it takes for a company to convert

resource input into cash flows (IBIS World, 2013). It attempts to measure the amount of time

each net input dollar is tied up in the production and sales process before it is converted into cash

through sales to customers (IBIS World, 2013). Basically, it’s the time between the outlay of

cash and cash recovery. Domino’s Pizza cash conversion cycle is 6.48 compared to the industry

at 5.75 (IBIS World, 2013). Both ratios are fairly close and Domino’s Pizza seems to be right

around the industry average which is good. The short the cycle the less time capital is tied up in

the business process, thus better for the company. Last but not least is the payables period ratio.

This ratio indicates the average number of days a company has to pay its suppliers. Domino’s

Pizza payable period ratio is 22.81 compared to the industry average of 11.67 (IBIS World,

2013). This is excellent for Domino’s Pizza because the greater the number, the more cash a

company has for the other working capital needs (IBIS World, 2013).

Appendices

Another part of financials is stock pricing. According to IBIS World, Domino’s Pizza

(DPZ) current stock price was at 49.70 per share as of 4/18/2013 (IBIS World, 2013). The

number of shares outstanding is 556.77 million (IBIS World, 2013). This is compared to one of

their leading competitors, Papa John’s Inc. (PZZA). Papa John’s current stock price was 60.26

with 23.13 million shares outstanding as of 4/18/2013 (IBIS World, 2013). As we can see Papa

John’s stock price is slightly above Domino’s Pizza but Domino’s has almost double the shares

outstanding. This means Domino’s Pizza has twice the investors who are willing to buy stock

than Papa John’s.

DOMINO’S PIZZA CASE ANALYSIS 25

Organizational Chart

SBU/Advanced Structure

Domino's
Pizza Inc.
United
International
States
Franchise
Owned
Comapny 1 Vegetable 6 Dough
Owned MC MC
16 Dough MC
1 Equip &
Supply Facility
1 Thin
Crust MC

Franchise
Owned
Owner
Restaurant
Manager
Supervisor
Employees
DOMINO’S PIZZA CASE ANALYSIS 26

References

Domino's Corporate. (2013). Vision & mission. Retrieved from

http://www.dominospizza.co.nz/corporate/vision-mission

IBIS World. (2013). Industry outlook. Retrieved from

http://clients1.ibisworld.com.jproxy.lib.ecu.edu/reports/us/industry/industryoutlook.aspx?enti

d=1677

Mergent Online. (2013, APRIL 13). Competitors. Retrieved from

http://www.mergentonline.com.jproxy.lib.ecu.edu/competitors.php?compnumber=109104

Thompson. , Peteraf, , Gamble, , & Strickland, (2012).Crafting & executing strategy. (18th ed.).

New York City: McGraw-Hill.

United States Census Bureau. (2012). North american industry classification system. Retrieved

from http://www.census.gov/cgi-bin/sssd/naics/naicsrch?

U.S. Department of Commerce, United States Census Bureau (2011). North American industry

classification system. Retrieved from website: http://www.census.gov/cgi-

bin/sssd/naics/naicsrch

United States Securities and Exchange Commission , (2012). Domino's pizza Inc. . Retrieved

from website: http://quote.morningstar.com/stock-filing/Annual-

Report/2012/12/30/t.aspx?t=XNYS:DPZ&ft=10-K&d=786d742eb6b9cbb286b5af75cb469a49

4-Traders. (2013). Financials-domino's pizza inc.. Retrieved from

http://www.4-traders.com/DOMINO-S-PIZZA-INC-12338/financials/

Bloomberg Businessweek. (2013). Financials-domino's pizza. Retrieved from

http://investing.businessweek.com/research/stocks/financials/financials.asp?ticker=DPZ

Domino's Corporate. (2012, DEC). Investor relations. Retrieved from

http://phx.corporate-ir.net/phoenix.zhtml?c=135383&p=irol-fundIncomeA