DonatosLeanne HarveyRinkalben Patel

HistoryJim Grote founded Donatos back in 1963Jim’s philosophy: “To make the best pizza and

to treat others the way I would like to be treated.”

Mission Statement “We believe that food served with love

nourishes the soul. We believe Donatos is the best. Only the highest quality and freshest ingredients are used to create consistently great tasting food in every restaurant every day. We believe in serving our customers in the most friendly, caring way, in a clean and safe environment.”

Philosophy Live: A balanced, healthy lifestyle brings you

personal power and energy to achieve your dreams.

Love: A clear focus on your values keeps you rooted in what's important.

Laugh: Understanding and connecting with others builds strong relationships, fun and creativity.

Learn: There is always a better way... learn, grow, stretch - keep moving forward.

Background InformationThey have “Wassup” meeting held monthly

Employees of the Donatos share about their knowledge of the popular culture

2003 Health Focus Trend Report showed that 26% of people where on low carb diets

Tom Krouse, chief concept officer, wanted to make a low carb pizzaAt this time Tom was on a low carb diet also

Convinced that the low carb diet wasn’t just a fad

Research QuestionIs the low-carb diet a flash fad or a trend—

and should we respond?

Relevant FactorsChange in eating habitsMaking a low carb pizza crust

Taste

HypothesisDonatos make a low carb pizza that

customers will like

Target AudiencePizza ConsumersLow Carb DietersDonatos Customers

Sample PlanningPizza was put into 2 or more restaurants

within the chain Self-administered intercept survey

Customers that came in to get the PizzaCall Back Phone Survey

For delivery customers

Summary of ResponsesThe first prototype was a flop

Did fit who they areCustomer ate the toppings of the pizzaMake-Bake-Serve Plate

Another flopIntroduced a recipe that include soy chips

Texture and added protein

AnalysisBy survey and research on Donatos found that they were running into problems.

Survey and research found that low carb crust pizza were not good.

Donatos found that people like pizza topping without crust.

On November 1 Donatos decided to come with a new Dough free pizza.

Donatos describe that pizza having proteins enriched crumbles.

Dough less pizza layered

first with sauce and then protein crumbles and topping

How they introduced name of New pizza ?

ReportingBy December 22 ,Donatos introduced new product in two stores in Columbus.By January 2 Donatos increase their salad sell

unto 25%For that year there was a resolution of

loosing weight in America.On January 19, Donato’s rolled its No Dough®

pizza into all its 184 stores.

Donatos is tracking interest and response through

customer email Ongoing telephone tracking studies In restaurant comment cards

RecommendationsSurvey people that are on low carb dietsSample out the pizza out to weight watchers

These people are low carb dietsThey would be a great target audience

Sample out pizza to customer that come into the store

Questions?