Case Study: Birmingham Amusement MachinesDominos Pizza was founded by business entrepreneur Tom Monaghan in Michigan in the year 1960. It was a small time store, and soon the store expanded its branches to Bedfordshire and later Ireland. The business entered into Master franchises in the United Kingdom and Ireland on a large scale in the year 1993. Domino in adopting a franchise model of expansion became the first home delivery company float on the Alternative Investment Market (Dominos, 2014).
The company has been constantly strategizing using innovative sponsorships such as sponsoring for the ‘The Simpsons’ and also innovating in product preparation such as the revolutionary patented Heatwave hot bags. Dominos also has Corporate Social responsibility Strategies that support its brand strength and value. For instance, in 2007 Dominos removed all hydrogenated fat from its products. It utilizes technology innovation as it supports the SMS pizza ordering in 2007 and then application based ordering later on. In the context of technology innovation Dominos was a pioneer and these efforts have resulted in the company moving to the main market of the London Stock Exchange. As of 2013 with new CEO David Wild taking over the company is looking forward to more improved financial future with the renovated supply chain and newer production facilities (Dominos, 2014).