Introduction
It is with great excitement that we introduce the Free Range Chicken promotion to all
Australian stores. Resonating strongly with customer’s values and available at a great price
of only $8.95 for a limited time only, Free Range Chicken should be a powerful driver of
customers. Free range chicken will be used across our entire pizza range but there are 3
pizzas specifically being promoted:
‐
‐
‐
Chicken and Feta
BBQ chicken and bacon
Creamy chicken and cherry tomato
Alongside the free range promotion there are a range of other new products and ingredients
being introduced:
‐
‐
‐
‐
‐
‐
1
New Margherita pizza: delivering more for less for the customer! Delicious cherry
tomatoes and new fresh basil for only $6.95!
New ingredients & recipes: red onion & rasher bacon across our entire pizza range
New sides: Chicken strips with tomato capsicum dipping sauce, and oven baked Beer
Battered chips.
New drinks range: 375mL cans at a great price!
New lunch combo: Chicken strips, chips and a can of drink, a great value option for
lunch.
Created by one of our facebook fans, the Spicy Island Pizza will also be launched with
this promotion and promoted through social media channels. This pizza uses existing
makeline ingredients.
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Objectives
The objectives of the Free Range Chicken promotion are:
To increase the variety of products we offer and keep our menu fresh for our
customers.
To raise the quality image of the Domino’s brand.
To give our customers a NEW reason to purchase Domino’s Pizza.
To give NEW customers a reason to purchase Domino’s Pizza.
To give Domino’s a “competitive edge” in the market.
To be seen as an innovator in the global pizza market.
To reinforce the Domino’s Pizza “Fun, Youthful, Fresh” brand values.
To introduce Free Range Chicken to be in line with customer’s values.
To attract new customers and retain existing customers with the Free Range
Chicken line of product.
To attract new customers and retain existing customers with our new
Margherita pizza.
To attract new customers and retain existing customers with our new Chicken
Strips with a Capsicum & Tomato Dipping Sauce.
To attract new customers and retain existing customers with our new Beer
Battered Chips.
To attract new customers and retain existing customers, and drive lunch time
sales with our new chicken strips, chips and can of drink combo.
To drive sales of drinks with the introduction of our new, great priced, cans of
soft drink.
2
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
New Products
Free Range Chicken
Chicken for pizza toppings has been replaced with Free Range Chicken.
Note: Sides are not Free Range Chicken.
Chicken Strips with Capsicum &
Tomato Sauce
Available as a side with 5 Chicken
Strips or in a lunch time combo with 3
Chicken Strips, 200g of Beer Battered
Chips and a can of drink.
Beer Battered Chips
Available as a 350g side or in a lunch
time combo with 200g of chips, 3
Chicken Strips and a can of drink.
3
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
New Margherita with Fresh
Tomato & Basil
Note: Cherry Tomato halves are to be
applied per piece (12).
Spicy Island
Created by one of facebook fans, this
pizza uses existing makeline
ingredients.
Menu Deletions
Italian Meatball Pasta
Prawn feta & Alfredo Pizza
Meatball & Bacon Rasher Pizza
Product Deletions
Onion has now been replaced with red onion
Shredded Bacon has been deleted and replaced by Rasher Bacon
Oven Baked Sandwiches will be deleted off e-store on 3 October 2011. As per the
communication from Domino’s Marketing Team this product will be removed from 24th
October 2011.
4
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Product Changes
Bacon Double Cheeseburger
120g of Shredded Bacon has been
replaced with 90g of Rasher Bacon.
BBQ Chicken with Rasher Bacon
Shredded Bacon has been replaced
with Rasher Bacon.
6 Meats
Shredded Bacon has been replaced
with Rasher Bacon.
5
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Creamy Chicken & Cherry Tomato
Shredded Bacon has been replaced
with Rasher Bacon.
Satay Veg
Satay Veg has been moved to the
Value Range.
Baby Spinach has been removed.
Mushroom has been reduced to 30g.
Chicken Carbonara Pasta
Shredded bacon has been replaced by
30g of Rasher Bacon.
6
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Design-a-Pizza
Basil has been introduced (15g).
Meatballs deleted
Drinks
An A4 card with the below planograms for fridge layout will be provided in your POS kit.
Please put this card on the side of your fridge, or on the wall next to the fridge.
Coke Fridge 2 Door Layout
7
Coke Fridge 1 Door Layout
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
CSR Cheat Sheet
8
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Make Chart
Pizza Make Chart
9
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Extras Make Chart
10
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
New Ingredients
Basil Drizzle
The basil is to be decanted into décor squeeze bottles and 15g
sprinkled evenly over the New Magarita Pizza.
Storage:

Basil Drizzle – The Basil Drizzle will arrive into store frozen in a 5 x 1 kg carton and
must be stored in the cold room.
Shelf Life:

11
Basil Drizzle - This product will arrive frozen and has a 14 day shelf life once thawed
unopened in the coldroom, or 7 days if opened and decanted into a décor squeeze
bottle in the cold room.
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Free Range Chicken Breast
Free Range Chicken Breast will arrive
into stores in a clear bag in a 6 x 1kg
carton.
Free Range Cajun Chicken
Free Range Cajun Chicken will arrive
into stores in a blue bag in a 12 x 1kg
carton.
Storage:


Free Range Chicken Breast – The Free Range Chicken Breast will be stored as per
current Chicken Breast procedure.
Free Range Cajun Chicken – The Free Range Cajun Chicken will be stored as per
current Cajun Chicken procedure.
Shelf Life:


12
Free Range Chicken Breast – The Free Range Chicken Breast has the same shelf
life as current Chicken Breast product – check the Date Code Chart.
Free Range Cajun Chicken – The Free Range Cajun Chicken has the same shelf life
as current Cajun Chicken product – check the Date Code Chart.
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Beer Battered Chips
Beer battered fries will arrive into store
frozen in a 6 x 2 kg carton.
(No Image)
Chicken Salt
Chicken salt seasoning will arrive as a
850g container.
Storage:


Beer Battered Chips – Beer Battered Chips can be stored in the cold room either
unopened or in pre-prepared in a bain.
Chicken Salt – Can be stored at ambient temperature.
Shelf Life:


Beer Battered Chips – Beer Battered Chips have a 7 day shelf life if unopened in
the cold room, a 2 day shelf life if pre-prepared in a bain in the cold room, or 2 day
shelf life if in the makeline.
Chicken Salt –Chicken Salt can be stored for 12 months from date of manufacture.
Note – The Edge Garlic Butter Swirl can now be stored at ambient temperatures, as per
the new Date Code Chart.
13
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Chicken Strips
Chicken Strips will arrive in store in 12
x 1kg bags.
Storage:

Chicken Strips – Each individual 1kg bag of Chicken Strips must be defrosted in the
cold room for at least 24 hours. Chicken Strips can be pre-prepared and put into a
large container with a lid.
Shelf Life:

Chicken Strips – Chicken Strips can be stored in their box or bag in the cold room
for 7 days, or, prep-prepared in a container with a lid in the cold room for 7 days.
New Equipment
Chip Screen
10 x Dedicated chip screens to be
issued to each store. If more are
required, please contact Catering
Service & Supply.
Chip Packaging
1 carton of chip packaging to be issued
to each store.
14
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Operations Procedures
Chicken Strips with Tomato & Capsicum Sauce
Prepping Procedure
Step 1
Dominos new Chicken Strips will arrive in store in 12 x 1kg
bags.
Each individual 1kg bag of Chicken Strips must be defrosted in
the cold room for at least 24hrs.
Always apply a 7 day date code sticker to the box/bag once
placed in the cold room.
Step 2
Prepare the Chicken Strips neatly in a row on the centre of the
foil.
Step 3
Fold the 2 opposite foil ends in, then fold the other opposite
ends over to fully encase the Chicken Strips.
Step 4
Stack the prepped Chicken Strips in a large bain. Apply a 7 day
use-by sticker and store in the cold room with a lid.
15
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Cooking Procedure
Step 1
Unwrap the foil and place the Chicken Strips on a thin base
screen and put through the oven as normal.
Dispatch Procedure
Step 1
Remove the Chicken Strips from the oven to your dispatch area.
Step 2
Neatly fold the Chicken Strips back up so the product remains
hot.
Step 3
Neatly place the foil and Chicken Strips into the small sides box
with a Tomato & Capsicum dipping sauce
Step 4
This product is now ready to be served to the customer.
16
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
New Beer Battred Chips with Chicken Salt Seasoning
Step 1
Beer Battered Chips have a 7 day shelf life if unopened in the
cold room, a 2 day shelf life if pre-prepared in a bain in the cold
room, or 2 day shelf life if in the makeline. Apply the
appropriate use by date label.
Step 2
Weigh 350g of chips onto the dedicated chip screen.
The chips are now ready to be baked.
Step 3
On dispatch, lift the screen onto a pizza screen before applying
the chicken salt.
Step 4
Apply approximately 3g of chicken salt evenly to the chips.
Step 5
Dispatch the Beer Battered Chips into the new dedicated chip
packaging.
Step 6
The 350g chip weight will fill the box perfectly.
17
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Step 7
Close the box & shake. This will ensure the new chicken salt
seasoning is evenly dispersed
Delivery
Step 1
Place the chip box inside a garlic bread bag
Step 2
Neatly fold up the end of the garlic bread bag
Note: It is important to use the garlic bread bag on delivery as
this will ensure no foreign objects can enter the packaging
during transport of the product
18
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
New Magarita Pizza with Fresh Tomato & Basil
Step 1
Following the make chart, ensure this pizza is topped with 30g
of extra cheese, diced tomato & 12 scattered cherry tomato
halves
Step 2
Drizzle lightly with approximately 15g of basil paste so it is
sprinkled evenly over the pizza.
Please ensure this is applied lightly and there are no large
patches of paste.
Step 3
This pizza is now ready to be baked
19
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Chicken Strips, Chips & Coke Combo Operations Procedures
Prepping Procedure
Step 1
Prepare 3 Chicken Strips neatly in a row on the centre of the
foil.
Step 2
Fold the opposite foil ends in, then fold the other opposite ends
over to fully encase the Chicken Strips.
Step 3
Stack the prepped Chicken Strips in a large container clearly
labelled with Chicken Strips 3 pack.
This is to ensure they are not mixed up with the 5 pack of
Chicken Strips which are sold seperately.
Apply a 7 day use-by sticker and store in the cold room with a
lid.
Cooking & Dispatch
Step 1
Weigh 200g of chips onto the dedicated chip screen.
These are now ready to be baked alongside the Chicken Strips.
Step 2
Bake Chips & Chicken Strips simultaneously side by side.
Step 3
Dispatch the chips following the Beer Battered Chips procedure
by seasoning before dispatching into the new larger sides box.
Please note all Beer battered Chips must be seasoned
with Chicken Salt
20
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Step 4
This combo is served with Capsicum & Tomato Dipping Sauce
and a can of drink.
21
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Allergen Statement
Ingredient
Update
Basil
Drizzle
Beer
Battered
Chips
Chicken
Strips
Tomato &
Capsicum
Dipping
Sauce
Gluten
Crustacean
Egg
Fish
Milk
Peanut
Tree
Nut
Sesame
Soy
Sulphite
Additive
Flavour
Colour
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
YES
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
YES
NO
YES
NO
YES
NO
YES
NO
NO
NO
YES
NO
YES
YES
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
NO
Note: YES – Means Yes the product contains the allergen
Additive Listing
Basil Drizzle
Beer Battered Chips
Chicken Strips
Tomato & Capsicum Dipping Sauce
260
450
262
306
300
500
341
412
301
325
330
450
415
500
1422
1442
415
Refer to the Domino’s website for full allergen information www.dominos.com.au
22
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Kilojoule (kJ) Information
You will notice on your new menu translites that Kilojoule (kJ) information has been added
to the description of all products.
An example is below.
New laws coming into effect early next year make it mandatory for all fast food companies to
include this information on their menu’s. As we believe in being honest and transparent with
our customers we are implementing these changes earlier than required and leading our
industry.
The law requires that the total kJ value of a product be displayed, but to help provide our
customers with useful information we have also included the “average per slice” value for
each pizza. As it is very common that a customer will only eat a few slices of a particular
pizza we believe this additional information with help assist their decision making.
The average adult daily energy intake is 8700kJ – this information is also communicated on
our menu boards.
23
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Gluten Free Sheet
NOTE: These are provided for
CSR’s as a reference when
processing a gluten free order.
Please do not display these in the
customer foyer.
24
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
New Date Code Chart
25
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Pulse
Basil Topping
Canned Drinks
26
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Chicken Strips with Tomato & Capsicum Dipping Sauce
New Category added under “Sides” – Potato
27
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Beer Battered Chips (under ‘Potato” category)
Chicken Strips, Beer Battered Chips & Can of Drink Combo
28
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Spicy Island Pizza
Satay Veg Pizza – Moved to “Value Range”
29
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Marketing Support
The Free Range Chicken POS kits will arrive in stores by Friday 21 October 2011. Please
contact Pure Print on 07 3711 6700 if you have not received the below items by this date.
Television Commercial & LSM
The Free Range Chicken promotion will be supported by two TVC’s which will air in 50/50
rotation for the duration of the promotion. This promotion will also be supported with LSM,
which will be issued commencing from 24 October 2011.
Digital
A comprehensive online marketing plan is in place for this promotion including banners,
homepage TVC’s, EDM’s and social media.
Menu Translites
30
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
31
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Wall Translite
32
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Window Poster (Facing In)
Window Poster (Facing Out)
33
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Counter Card
34
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
Training Considerations
In summary, the following must be highlighted to your team during the training period:
CSR Considerations
CSR’s should be aware of the location of new buttons in Pulse and the change to the
location of the Satay Veg – now in the value range.
CSR’s should be aware of the layout of the Coke fridges to cater for the new 375ml
range of cans.
CSR’s should be aware of new storage and shelf life specifications for new products.
CSR’s should be aware of operations procedures for new products such as Chicken
Strips, Beer Battered Chips and New Margherita Pizza.
CSR’s should be aware of operations procedure for the new Chicken Strips, Beer
Battered Chips and can of drink combo, especially noting the weights and packaging
for this deal.
Cheat Sheets placed beside order takers to assist in the description of these products.
Have knowledge if queried by a customer about the Pizza Ingredient changes.
Ensure all DOTTI training has been completed prior to the launch date.
Updated Gluten Free Cheat Sheets made available.
Product Making Considerations
All new make charts posted up on the wall and being followed.
Must use working scales 100% of the time.
New Basil Drizzle should have a 7 day date code sticker attached once decanted into a
décor squeeze bottle.
New Free Range Chicken products to be stored and labelled as per the current
chicken products.
Beer Bettered Chips to be stored in cold room with a 7 day date code sticker attached
or pre-pared in a bain in the cold room with a 2 day date code sticker attached.
Chicken salt can be stored at ambient temperature.
The Edge garlic Butter Swirl can now be stored at ambient temperatures as outlined in
the new Date Code Chart.
All Dotti training has been completed prior to the launch date.
Knowledge of which products have been deleted & added to the menu and updates to
Gluten Free information.
35
Domino’s Pizza Free Range Chicken
Effective 24 October 2011
If you have any concerns regarding the information presented in this store kit, please don’t
hesitate to contact the Training Department on [email protected] .
36
Domino’s Pizza Free Range Chicken
Effective 24 October 2011