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Domino / China
Network Optimization, Demographic Segmentation, Kiwi


Main Solutions  ⇂

Network Optimization
Demographic Segmentation
Kiwi, a GIS platform




Background: Founded in 1960, Domino’s is the recognized world leader in pizza delivery operating a network of company-owned and franchise-owned stores in the United States and international markets.

Challenge: Find out a way to help them open new stores quickly and precisely.

Domino’s is a company of exceptional people on a mission to be the best pizza delivery company in the world. Domino’s has over 100 stores in China right now. They overcame the problems that Chinese had such as the size of pizza, unfamiliar with pizza, and other key factors. Domino’s starts to expand their business right now. They needed to find out target locations fast than before because they wanted to open many of stores soon. Domino’s needed someone to help them chose the right locations for them in a short time.


Main Solution Methods we used in this case:
  1. Network Optimization
  2. Demographic Segmentation
  3. Kiwi, a location intelligence platform

First, we estimate the total nationwide market potential segmented by region and city tier. We also calculate optimal door count and insight into untapped cities for Domino’s. They not only can avoid the cities that is reaching saturation but also can reveal potential cities for a first-mover advantage. Second, getchee distributed demographics by total population, working population, household number, as well as age, and model the distribution of wealth based on household income and expenditure for finding out the point of interest for Domino’s. Moreover, we also customized a market potential heat map for Domino’s based on their target consumers, key competitors, and other market related factors. Third, we drew the delivery areas not only by distance but also by customers historical purchase behavior to line up a precise delivery range. Final, we compiled all data and results to our Kiwi, a GIS platform. Domino’s can explore the market and identify target areas for channel planning, and the employees can also generate a report on our Kiwi to present it to their supervisors. 

Right now, Domino’s can expanded their business in a short time, shorten their delivery time, and also avoid overlapping. Domino’s very trust us. 

√  Add 10+ cities to estimate after first cooperation
√  Shorten delivery time

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