Just as "no duck can get out of Nanjing alive", when it comes to Shaanxi, a major carbohydrate province, every kind of pasta can create brilliance. On December 24, the pizza brand Domino's opened its first store in Northwest China in Xi'an, Shaanxi. This American-created Italian food brand has reached the pinnacle of its "Saxon"."A single store reached the first place in sales at 10 a.m. and became the world's No. 1 at 6 p.m., with a global record of 320,000 in single-day sales. ”Xi'an friend of catering O2O @candy into the fairy introduced that for our first store in the northwest, Beijing specially supported dozens of clerks, "There are already more than 10,000 people in the group before the official opening, plus the title of the first store in the northwest, and the surrounding people take the high-speed rail to taste this big Internet celebrity." ”
Just a Western-style "meat bun" pizza, in the extremely involuted Chinese catering industry, it is crazy to grab it like this?What is Domino's unique innovation and charm?Today, catering O2O will take you to take a look. Single-day revenue of 320,000!Domino's set a new global store opening record
In fact, it's not just Xi'an, it's approaching the end of the yearReachMerlot frantically opened its first stores all over the country, and a performance showdown was formed between the first stores. Before Xi'an, Domino's opened its first store in Changsha on December 23. @星城商业动态 Qianfoot has just announced, "The sales volume of the Guojin Street store exceeded 20w, becoming the city with the highest opening performance in the Western District;."And on the 24th, it broke the global single-store single-day sales record with 300,000 sales. ”
Image source: Xiaohongshu @ Xingcheng Business Dynamics, the back foot of Xi'an, a new world record was born,Domino's single-store performance competition has become a competition between the people of the north and the south for carbs. It can be seen that Domino's finally understood the truth of making money, first hooked up with young people, and then localized it in one fell swoop, becoming an Italian meat bun that belongs to a Chinese baby. 
In recent months,[Inter-provincial **Domino's].More popular than Domino's: it's a bit of a loss to travel to eat a pizza mealThen order a Domino's to take away from the hotel when you go;In Hong Kong's reverse** "New Shenzhen Native Products", in addition to milk tea, there is often a pizza of less than 50 yuan.
On this Christmas Eve, Xi'an directly ate pizza to a new world record, which shows that meat buns can always comfort the hearts of Xi'an people more than peace fruit. On Xiaohongshu, Domino's Pizza Recommendation has more than 35 million views on a single entry, and the ordering strategy is even more formed**, taste, time, region and multiple dimensions, the complexity of which shocks every P person who never likes to plan. 
According to the latest financial report, in the first half of this year, Domino's China's total revenue increased by 51% year-on-year5% to 137.6 billion yuan;The operating profit of the store rose by 1236%, "the fastest growing pizza company in the country". Up to now, Domino's Pizza has more than 750 stores in China, and it is expected that by the end of 2024, Domino's Pizza will exceed the target of 1,000 stores in China. With its strong brand power, delicious quality and excellent service, the Domino's Pizza brand continues to expand rapidly in the Chinese market, and its stores in new markets continue to perform well, setting new records for the best opening sales in the world in the first month.
According to Domino's Global System internal rankings, Domino'sChina stores have taken nine of the top 10 places in the world's top 10 first-month openings in terms of salesThe opening of 10 stores in 8 cities in December is expected to set a new record for the best opening sales in the first month within the new Domino's global system!The scariest thing isThese performance data are only for dine-in and take-out, and have not yet been opened for takeaway and online pre-sales, so there is no one to handle them(Confirmed by F&B O2O** from multiple channels). This only shows that there are some powerful capabilities behind Domino's stores that we don't know. than the latter such asThe back kitchen of the Xi'an store is more than 200 square meters, which is designed for the ultimate high efficiency production capacity, and the front hall can only be more than 30 square meters, imagine itStore modelLet's do it!It takes 30 minutes to get thereEssence is a high-tech company that sells pizza
In 1960, Tom Monaghan, a student at the University of Michigan, and his brother James rented a restaurant called "Domini Nick" in Ypsilant, Michigan, for $500's", and named it "domino."'s pizza", thus announcing the founding of Domino's Pizza. domino's, literally translated as dominoes. Mr., founder of Domino'sMonaghan's original idea was to operate in his hometown.
Two or three pizzerias were satisfied, so the one and two points of the dominoes were chosen as the logo of the store. 
Unexpectedly, it accidentally opened 20,000+ stores in more than 90 countries and regions around the world, becoming the second largest pizza chain in the United States. In 2020, Domino's, the world's 500 most valuable brands, ranked 368th. A lot of people say,Domino's is a high-tech company that just happens to be selling pizza. 1. "Black technology" Domino'sIn 2007, when competitors were still using ** to take orders, Domino's had launched desktop and mobile food ordering. You must know that the iPhone was only on the market that year, and the Android phone will not be available for more than a year. Not only that, Domino's has been launched one after anotherPizza tracker, Siri voice orderingand other products, making full use of digital products to improve the user experience in the ordering scene. The first is the customer acquisition scenario, Domino's launched the "Pizza Tycoon" - a social communication as the core of the service platform, users can combine more than 40 kinds of ingredients at will on ** to create their own pizza, and Domino's is responsible for cooking, users can pick up the food in the selected store, and they can taste their own creativity instantly. In addition, Domino's also launched the "Taste of the World" contest on Facebook and Twitter, encouraging users to share their private menus, and the system will sell the collected creative menus to the public, and the menu designers with the most monthly or annual sales will win corresponding bonuses. 2. "30 minutes must arrive" Domino'sSince pizza temperature directly affects the taste, Domino's focuses on delivery efficiency and promises to "deliver in 30 minutes". After placing an order in the exclusive mini program, you can clearly see the pizza situation on your mobile phone. Usually the moment you take the order, your pizza starts to be made immediately. 1 After 2 minutes, enter the oven, after 8 minutes of baking, and take another 1 minute to get out of the oven for quality inspection and packaging. At this point, the rider still has about 20 minutes to deliver. Domino's delivery area is small, generally within 2 3 kilometers of the store, and 20 minutes is more than enough for the rider. As long as there are no unforeseen circumstances, they can be delivered on time. While Domino's currently derives more than half of its revenue from its various digital ordering platforms, 50% to 60% of consumers still choose to do soDine-in or take your owninstead of opting for delivery. So, Domino's changed".Track the location of foodThe GPS function has been added to the ordering app, which can locate the consumer's location in real time, calculate the arrival time, and start baking 4 minutes in advance to ensure that every pizza is"Freshly baked".
Recently, Domino's also launched:"Takeaway car" DXB
The biggest highlight is that it is equipped with an oven with built-in fan-forced ceramic heating technology, as well as a space suspension damping system comparable to that of a fighter jet.
The temperature-controlled oven at the back of the car keeps the pizza hot at 68 degrees Celsius, so that the pizza is as fresh as it has just come out of the oven in a store. Domino's also launchedDrone food delivery and pizza delivery vansThe car has a seat and an oven, and the chef delivers it while roasting. Domino's has launched a food delivery robot with hot and cold coolers, which can keep cold drinks cold and keep pizza hot. 3. "Anytime, anywhere" omni-channel Domino'sDomino's wants to penetrate into all aspects of your life through digitalization, and proposes "anytime, anywhere" Domino's, so that when you want to eat or when you don't know what to eat, you can use the easiest way to get the corresponding channels and place an order for pizza. "Domino's is determined to provide ubiquitous service to customers," Domino's associate director of marketing told Forbes, "We use technology to embed mobile service capabilities into smart watches, TVs, cars and other lifestyle devices to meet customers' ordering needs in any scenario." "If you're busy watching a show, watching a football game, or playing a game with your friends, just say the pizza you want to eat directly into Google Home or Amazon Echo and wait for the pizza to come to you. If you don't want to study the menu, open the Zero Click app and the system will directly "order again" according to your personal preferences. When it's inconvenient to type, you can send an emoji to get it directly. And so on, Domino's offers the consumer:More than 10 channel solutions, covering a variety of life scenarios, a variety of interactive touchpoints make ordering extremely easyIt's at your fingertips
In the 60s of the 20th century, the greatest enjoyment of American families was to sit on the couch and eat pizza while watching TV.
For example, many young people like to watch football games outside with their friends. Beer and food seem to be a natural match for the ball game, and Domino's has made it possible to order pizza on TV, so that you and your friends can order it directly while watching the game. A lot of people like to choose to eat pizza when they don't have anything to eat for dinner. It seems like a pretty good decision point before you get home from work, so you can order pizza with your car voice while you're driving home. When you browse information on **, you can order pizza through your mobile phone, you can directly order pizza on Twitter, Facebook @Domino's, and send an emoji to order pizza. If you're too lazy to go out and just want to stay home, you can use Echo, an electronic device launched by Amazon in 2017, to order pizza via voice. Or, use your Apple Watch to order pizza directly ....... The purpose of all this is to reduce the channel cost of users ordering pizza. 4. "Game" Domino'sDomino's has launched an app called Domino's Hero, where you can customize your personalized pizza through gamification and become a true Domino's chef. The idea stemmed from Domino's's rapid expansion, which caused a shortage of chefs in various stores. At the same time, even if you recruit a chef, it takes a while of training before you can get started. Therefore, Domino's thought of using the game app for recruitment, if your score in the game is high enough, Domino's will immediately send an interview invitation notice through the app, and solve the recruitment problem of many Domino's stores through situational implantation. 
5. "Platform" Domino'sDomino's has been most innovative in using digitalization to completely transform the way it makes money. Traditionally, pizza has been sold at retail, but Domino's has opened up the matter of customizing pizza to online distributors. These distributors are so-called influencers, and they customize their own "dark dishes" and sell them through live broadcasts, and the revenue will be shared by the platform. This idea has directly helped a lot of freelancers to make a very good profit selling pizza. Snoop through the dataThe terrifying abilities behind Domino's.
In 1997, Domino's began to enter the Chinese market until 2022, when it went public "at a loss". Let's take a peek at Domino's from the data of the listing prospectus at that time in 2022.
1. Revenue:From 8 in 20193.7 billion yuan, rising to 1.1 billion yuan in 2020, and then in 20211.6 billionyuan, year-on-year32% vs. 459%。The vast majority of these revenues still come from delivery, between 2019 and 2021Delivery ordersThe percentage of revenue generated is stable atbetween, exceeding the industry average
2. Members:As of June 30, 2022, Domino's China's membership has reached:7 million3. The service radius of the kitchen is 350 kilometers. At present, Domino's China has 3 ** kitchens serving North China, East China and South ChinaThe utilization rate in 2021 and the first half of 2022 ranged from 43% to 95% and 55% to 82% respectively. 4. The investment period of the new store. For example, Domino's China entered Ningbo in September 2021, the first store in NingboThe break-even period for the first time is 1 month, andThe payback period for cash investment is approximately three and a half months。Similarly, in April 202, it expanded to Dongguan City, Guangdong Province, and the first break-even period for the first store in Dongguan was 1 month. 5. Single-store model. The average size of Domino's stores in China is:It is 125 square meters and has 28 seats。It is usually configured for a single store20-30 team members。In daily shifts, the store team consists of about two full-time managers, one full-time employee and ten part-time employees. Team managers oversee the overall operation of the store, and non-managers are multi-positional, both employees and riders. As an employee, work mainly in the store, such as in the kitchen or cash register. As a rider, you are responsible for delivering meals to customers. 6. Employee salary. Employee compensation is the No. 1 expense of all Domino's. In 2019 and 2021, Domino's China's employee compensation was 33.6 billion yuan, 46.9 billion yuan, 70.4 billion yuan. respectively accounted for the total revenue of the same period。According to Yum China's prospectus, in 2020, KFC's staff costs accounted for 22% of restaurant revenue5%, Pizza Hut's staff costs account for 289%。Such a ratio is relatively reasonable. According to the 2019 Annual Report on China's Catering Industry, the average ratio of labor costs to turnover is 2241%, the proportion of labor costs in turnover of most enterprises is concentratedBetween. 
Pizza delivery boxes need to be both insulated and exhaust water vapor so that customers can receive hotter and crispier pizza worm ideas
And Domino's labor costs are too high. The root cause isIf you want to guarantee a 30-minute journey, you have to hire a large number of full-time riders. In 2021, the total number of employees in Domino's China is:12,262 people, of which 5,375 were riders, accounting for 438%, that is, almost half of the employees are riders. Of course, there is another set of data that is:Marketing expenses account for 8%.Domino's has cast a large number of streams on Internet platforms such as Xiaohongshu and Douyin, with the integration of quality and efficiencyROI is driven by conversion dataSummary:
It can be said that Domino's China has created a legend and magic in the catering industry!Luo Huashan, founder of catering O2O, said in the circle of friends:
"You say it's hard to do business in the off-season of the economic downturn, but some people are setting new records. There are always more ways than difficulties, and the problem is in the brains!If you can't break through your own cognitive bottleneck, you will encounter the ceiling, and it is really the upper limit of cognition!Open your imagination and anything is possible!”