Motivating Employees

Domino’s slices off precious pizza time

Interesting observation in the pizza business:

No matter how big your global brand or your advertising budget, survival depends to a great degree on the speed of your deliveries.

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The screens show employees what percentage of their pizzas are leaving the store within 15 minutes of the order having been received, what percentage are leaving within 15 minutes across the country, and what percentage within the specific franchise of which the store is a part.

The results, according to Domino’s deputy chief executive, Chris Moore, have been remarkable. “When we first thought of the idea, the average out-the-door time for the system was about 17 minutes,” he says. “We thought we would build a programme to reduce that to 14 minutes by the end of 2010.

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“But the key thing is that the out-the-door time for that period was 14 minutes. We had already reached our 2010 objective, and the only difference we had made was getting those screens in.” He believes that simply being given the challenge of increasing their team’s speed compared with other stores was enough to motivate employees to move that crucial bit faster, particularly in the hectic periods between 5pm and 9pm on Friday and Saturday, which account for a third of turnover in the takeaway pizza game.

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The delivery side now accounts for 51 per cent of the pizza market, having overtaken sit-down consumption within the past two years, and as its share increases, ways of getting the edge become increasingly precious.

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