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NEW YORK — A just released 2011 annual survey recognizes that customers rank Domino’s as number one among all major pizza chains in customer loyalty. The national survey by Brand Keys paints a detailed picture of category drivers that engage customers and engender loyalty.
“Customer loyalty is critical to any company’s success,” says Domino’s Pizza CEO J. Patrick Doyle to Blue MauMau. “While you always want to bring in new customers to your business, your greatest opportunity is to keep your current customers coming back, again and again. We made a concerted effort to do this in the past few years by focusing on improving store operations, store appearance, and on expanding and improving our menu. Our new pizza recipe not only brought in new customers, but they keep coming back. That’s a testament to our many franchisees, who not only had to buy-in to our ideas and menu concepts, but who continue to execute a high level every day.”
Giant pizza chains Papa John's, Pizza Hut, Little Caesars and Round Table rounded off the top five networks with the highest levels of customer loyalty.
Craig Slavin, president of Franchise Architect, emphasizes how it is franchise owner-operators that really propel any chain to be top with its customers. “The quality of the franchisees within a system are the real key to extending the mission, values and objectives of the organization,” observes the consultant to hundreds of franchising chains like Sears, Yum Brands and Del Taco. “Franchisees contribute to the strength of a company by paying their on-going royalties and advertising contributions on time and utilizing suggested formats and advertisements prescribed by the company. Hence, the strength of any brand is bottom up and not top down. It comes from the people who deliver the product in a consistent manner in which the company has determined is the correct method of operations and marketing.”
The survey is meant to predict which brand consumers will flock to over others within the next 12 to 18 months. In explaining the loyalty index and its methodology, Brand Keys’ founder, marketing maven and president Dr. Robert Passikoff stresses the importance of emotional connection. “We try and look at the world and the marketplace the way consumers really look at the world and marketplace,” declares Passikoff about the survey. “So we shun reliance exclusively on direct Q&A and rely instead upon our validated, emotional, below-the-radar psychological assessments to identify precisely how consumers’ views of categories, brands and marketplaces change.”