Compare and critically analyse the UK marketing strategies of Dominos Essay - 2

Compare and critically analyse the UK marketing strategies of Dominos Pizza and Pizza Hut - Essay Example The company has over 650 stores in the UK, as well as 350 restaurants and 300 delivery stores. Pizza Hut is still a giant among the pizza chains but has been quite disappointed with the second-quarter results in the U.S market. According to a report by (Munarriz, 2014), Pizza Hut’s revenue has climbed by 10.5 percent to $446.6 million, fueled by a 7.7 percent spike in the restaurant sales. The essay is a comparison and a critical analysis of the marketing strategies utilized by Domino’s Pizza and Pizza Hut to achieve competitive advantage in the UK market. The company has an effective strategy towards developing the different sizes of products ranging from small to medium and large. (Dominos, n.d.), agrees that such a strategy is useful in covering the interests of most of the company’s customer base. Also, the idea to develop different types of pizzas is effective in promoting its products and catering for the different tastes of customers. For instance, their range of products includes varieties such as Mexican Green Wave Pizza, Country Special Pizza, Seventh Heaven Pizza, Zesty Chicken pizza, and Grand Supreme Pizza among other popular pizzas. Since not every client visiting the restaurant might be interested in buying pizza, the management has a good move to counter the loophole and now offers extra food items such as Stuffed Garlic Bread Sticks, Calzone pockets, Pasta Italiano, and Taco Indiana. Domino’s pricing strategy in the marketing mix is also effective and targeted towards the lower middle-class as well as the middle-class income group (Dominos, n.d.). In fact, Domino’s delivery price is proven to be slightly below that of Pizza hut in its traditional restaurants. The move by the company to develop a consistent and uniform pricing policy is satisfactory and beneficial towards encouraging repeat customers. The price factor, though lower than that of Pizza Hut, appears to be troublesome and a contributory factor to its