Fast Food Industry Of New Zealand: Trends, Sales, And Customer Satisfaction With Case Study Of Dominos

Fast Food industry of New Zealand

What Are The Different Ways Of Maintaining Customer Satisfaction?

How To The Staff Of The Domino Does Store Behave With The Customers?

How It Is Possible To Measure The Rate Of Customer Satisfaction?

What Is The Relationship Between Staff And Management Of The Domino’s Store?

What Are The Ways That Can Be Implemented The Business Plan Of The Domino’s Store To Increase The Level Of Sales?

How Is It Possible To Improve Upon The Customer Satisfaction Rate For The Domino’s Store?

The aim of the current literature review is to discuss and conduct critical analysis of the fast food industry of New Zealand. Detailed statistics about the total sales and revenue of the Fast Food Industry is also analyzed within the report. The future Trends within the industry will also be discussed in the literature review section.  

As per the report of Prentice et al., (2014), the Fast Food Industry of New Zealand is growing at a rapid pace, which provides opportunity to all the fast food brands to establish a healthy reputation and improve upon their sales volume. The culture of the New Zealand, which is currently focusing upon consumption of fast food, is mainly due to the fact that large numbers of brands have entered into the fast food industrial chain. Watson et al., (2014), have added in the context that the average level of spending of per family in the New Zealand on fast food products is estimated to be around $2000 per year.

There is also the tendency among the customers to prefer the brands with fast and quicker service. Hence, one of the major aims of all the fast food brands in New Zealand is to provide better and fast service. Few of the major foods that are popular in the Fast Food Industry of New Zealand include pizza, burger and various other types of beverages.

According to Cui and Basnet (2015), there are various factors, which decides upon the high volume of sales within the fast food industry of New Zealand. This includes the excellent quality of customer service, which can be obtained from the stores of all the major fast food brands. It is important to mention in the context that in most of the cases, the stores of the fast food brands is dependent upon self-service of the customers. This is one of the major reasons, which is responsible for quick and fast delivery of food. It is also essential for all the plants are fast food chains to have the service of home delivery, which has helped them to improve upon the volume of sales. It has been also seen that the total volume of sales have been increased due to the fact that lesser number of staffs are needed to deliver customer service within the fast food restaurants. It is also possible for the fast food restaurant to reduce the cost of employing working staffs.

Dominos in New Zealand

Mohsin and Lengler, (2015), have mentioned about the importance of technology management, which has helped in the development process of the providing better quality of service to the customers. The development of Technology is applicable with the fact that it has helped in the process of developing The Ecommerce business of the fast food brands. With the development of Smartphone applications, it is possible to order their food through online platforms. According to the report of Smith et al., (2014), with the introduction of online food ordering system, the total volume of sales in the fast food industry of New Zealand have improved by a level of 34%.   

Throughout the region of the Asia Pacific, Fast Food Industry of New Zealand and Australia is considered to be one of the most mature markets in its domain through all parts of the globe. It can also be said that compared to the low population in the New Zealand region, the total volume of the fast food consumption is quite high. As per the report in 2014, on average every person in New Zealand consumes 2 to 3 kg of Fast Food per year Mhurchu et al., (2016). Few of the fast food band chains that exist within the fast food industry of New Zealand include KFC Domino’s Pizza Hut and McDonalds. These major brands occupy almost 40% of the market share in the fast food industry. There also has been an increase demand for the Asian fast foods within the market of New Zealand, which is mainly due to the fact that total number of Asian immigrants is increasing in the nation.

Mohsin and Lengler, (2015), have mentioned about certain key trends, which are responsible for the change in the fast food industry of New Zealand. The major factor that includes within the industry includes Health and Wellness trends, which has currently become highly popular among the regions of New Zealand. Due to the increase in demand in the fast food, there have been a major health issues among the population of New Zealand. There are special health policies implemented by the New Zealand government, which are aimed to scrutinize the quality of food that are being sold from the stores of the fast food brands. In this context, it is essential for all the brands of Fast Food stores to take proper action against to ensure the quality of the food (De Vogli et al., 2014). Moreover, it is also relevant to mention that people of New Zealand being self-aware about the matters related to health, it is important for all fast food brands to improve upon the quality of the food and raw materials that are used. It is also essential for them to use organic materials in the preparation of the food, which will minimize the risks of spreading of food contaminated diseases. Nevertheless, it is also important for the fast food brands to ensure that the taste of the food, which is one of the main highlighting point about fast foods are not being compromised due to the use of organic healthy materials.

Gaps in the existing literature

According to Lang and Heasman (2015), it is essential for the fast food chains to focus on the use of the local food flavors that can help to improve upon the popularity of the food. With the use of the local food flavors, it is possible to improve upon the reputation of the brands and the popularity among the local people. It is essential for all the fast food brands, to have special marketing policies to attract the youth generation. This can be done with the help of providing faster customer care service and quick mode of delivery. The target group of customers for the fast food brands includes all the working section of the population. It is also relevant to mention that due to the fact that more people are moving towards the urban region, it is providing opportunity for the fast food brands to improve upon their total volume of sales.

The brand of Domino’s has established their franchise in New Zealand fast food market and  has  more than 500 stores all over the nation (Sacks et al., 2015). The brand has been able to make use of the business opportunity that exists within the Fast Food Industry of the nation. The company has been able to make use of the culture within the nation, and improve upon their business policies. One of the major competitive advantages that Dominos have gained over the years in the fast food market of New Zealand is due to the fact that we are able to provide service at much faster rate.

The company is also among the top 5 fast food brands in the fast food market of New Zealand with the market share of 9% in the Fast Food Industry. The Dominos has been able to initiate effective delivery system, which is one of the major causes of success for the company.

It is relevant to mention in the context that poor level of customer service is responsible for low volume of sales in the store of Swanson Road in the city of Henderson. The behavior of the store staff was also not up to the mark, which discouraged the customers to visit the store.

The current literature have described well about the current scenario in the Fast Food Industry of New Zealand. Nevertheless, the major gap in the existing literature is due to the fact that it has not highlighted upon the future Trends or contingency measures that fast food brands need to adopt in order to sustain in the consumer market of New Zealand

This chapter offers an elaborate and detailed idea about the research methodology as adopted by the present research in order to collect the necessary data. In order to ensure that the research is authentic and the conclusion absolutely reliable, it is highly important to ensure that the most effective and suitable data collection and data sampling methods are being adopted. Thus, this specific chapter of the dissertation aims to show what and how the information were being collected for the research as well as what exactly are the kinds of instruments that had been used in the data collection process.

The research philosophy is an important part of the research process, as it explains the set of beliefs and ideas that underlie a specific research. There are three kinds of research philosophy- Positivism, Interpretivism and Realism. The present research study employs the use of Interpretive research philosophy, as it intends to develop an understanding of consumer buying behaviour of the consumers of Domino’s Pizza at 2/260 Swanson Road, Henderson, and interpret their consumption pattern in the light of recent marketing strategies adopted by Dominos at Henderson. The Interpretive philosophy will help in gaining insight into the crucial factors that are affecting consumer satisfaction of Domino’s Pizza, at 2/260 Swanson Road, Henderson.

The research approach is defined as the approach a research project takes in order to approach the research problem as well as to derive the conclusion. The Deductive research approach and Inductive research approach are the two kinds of research approaches, and this research project will use the Inductive Research Approach. This approach is being selected, as the research study does not intend to test the validity of an already formulated hypothesis, and rather it intends to explore new facts regarding the consumer buying behaviour of Domino’s Pizza at 2/260 Swanson Road, Henderson, by studying consumer responses and using knowledge and theories of the past researches (Mackey & Gass, 2015).

The overall strategy chosen that helps in selecting as well as integrating different components of a study in a logical and coherent way, is known as the research design. While there are three types of research design- descriptive, exploratory and explanatory research design, the research will employ the use of Exploratory Research Design (Brinkmann, 2014). This design has been chosen, as the present research intends to critically analyse and understand fast food- product consumer behaviour at Henderson and explore the factors that may have affected consumer buying behaviour at Domino’s Pizza Henderson, in a negative way.

The data is the most important part of any research process as it is only through the collection of data and its subsequent analysis, that the conclusion of a research can be drawn. There are two types of data- primary data ( first hand data collected by the researcher) and secondary data (second-hand data collected by the past authors and researchers, to be used in the present study) . The present research study employs the use of both primary and secondary data.

Figure 1: Kinds of Data

Source: (Silverman, 2016)

First of all, secondary data will be collected by reviewing the journals, company records of Domino’s Pizza, business articles, official websites and other online sources. The secondary data will help in developing the conceptual foundation of the research and develop a clear understanding of the background of the research problem. The important management theories pertaining to customer satisfaction will also be evaluated in the process (Panneerselvam, 2014). However, since the primary data will only help in getting general information, primary data will be collected to gain access to case-specific data. The survey will be conducted, in order to collect the primary data.

Accordingly, both qualitative as well as quantitiave data collection method will be used. The qualitative data will help in developing an understanding of the social reality through the review, critical analysis thorough evaluation of the theories and concepts underlying the research problem, and the review of literary articles will be the used as the qualitative data collection method. On the other hand, the quantitative data is statistical in nature and can be numerically measured, and hence makes the findings highly reliable (Gast & Ledford, 2014). Accordingly, a survey will be conducted on 20 consumers of Domino’s Pizza located at 2/260 Swanson Road, Henderson, and they will be asked to fill up the close-ended questionnaire form, that will comprise of questions related to the service of Domino’s Pizza and their customer satisfaction. The responses would be present in the form of Likert Scale (5-Strongly Disagree, 4-Disagree, 3-Neutral, 2-Agree, 1-Strongly agree).

The sample size is 20. The Stratified Sampling Technique will be used, whereby the respondents will be allowed to participate in the survey, only if they fulfil the following criteria as stated below:

• They are the consumers of Domino’s Pizza.
• They stay at 2/260 Swanson Road, Henderson. 
• They belong to the age group of 18 to 35 years.

The qualitative data will be analysed by developing the themes and identifying common patterns present in each research paper and article. A careful analysis will help not only in developing the common themes in the past research studies, but also interpreting the existent knowledge in the light of the present research problem . The quantitative data of the survey will be transferred from the paper questionnaire to the spreadsheet, where each reply will be represented through a specific code (Ott & Longnecker, 2015). Next, the total number of codes for each question will be calculated, to arrive at the conclusion.

The time expected to be taken for the completion of the research project, is explained below:

Research Activities	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6	Week 7	Week 8
Selection of research topic	ü
Literature Review			ü
Data Collection					ü
Data Analysis						ü
Conclusion and Findings								ü

The ethical considerations will also be checked. The respondents will not be allowed to participate in the survey against their desire, and they can back out from the survey as and when they wish to. Further, the survey questionnaire will be created in a way, that none of its questions will hurt the sentiment of the respondents (Faden et al., 2013). Anonymity of the respondents will be ensured. Further, if any external source is being used, he academic contribution of the researcher will be acknowledged in the research project as well.

The research is not free from limitation. The survey sample number is too small, and it may not represent the perspectives or the consumption patterns of the entire target population. As a result, the validity of the research findings is questionable. As a result, the validity of the research findings is questionable.

Reference List:

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Cui, Y., & Basnet, C. (2015). An exploratory study of supply chain risk management in the New Zealand fast food industry. International Journal of Logistics Systems and Management, 20(2), 199-215.

De Vogli, R., Kouvonen, A., & Gimeno, D. (2014). The influence of market deregulation on fast food consumption and body mass index: a cross-national time series analysis. Bulletin of the World Health Organization, 92(2), 99-107A.

Faden, R. R., Kass, N. E., Goodman, S. N., Pronovost, P., Tunis, S., & Beauchamp, T. L. (2013). An ethics framework for a learning health care system: a departure from traditional research ethics and clinical ethics. Hastings Center Report, 43(s1).

Gast, D. L., & Ledford, J. R. (Eds.). (2014). Single case research methodology: Applications in special education and behavioral sciences. Routledge.

Lang, T., & Heasman, M. (2015). Food wars: The global battle for mouths, minds and marketing. Routledge.

Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design. Routledge.

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