Operations Management Assignment: Discussion on Renowned Pizza Delivery Outlet of Dominos
Task: Your task is to conduct a critical research and prepare a detailed operations management assignment on the topic “Analysis of quality management operations of a renowned Pizza delivery outlet of Dominos”.
The phrase ‘operation management’ is itself a vast and one of the significant part of any business, through which all the procedures required for supporting the growth and development of the companies could be managed, administered, and controlled. Operation management includes a number of stages, along with planning, controlling, supervising the manufacturing procedure, production, monitoring, and so on. In this context, the current report sheds light on the process of operation management in a renowned pizza delivery outlet, Dominos UK. The discussion will be roamed around a specific type of operation in the organization, which is here the food production system. Based on the operation, the evaluation will be done in Part A through the 4V framework and performance objectives. The issues will be discussed thereafter, along with some frameworks, tools, and techniques of quality management in Part B. In the last section, a justified and suitable recommendation will be included.
2.0 Part A
2.1 Context with a brief description of the operation
The food production system of Dominos UK is designed for working with a wide array of various types of pizza production, including vegetarian, non-vegetarian, fresh, bread-based, handmade, and so on. The system of Dominos UK is suitable for mass or bulk production, around 125,000-150,000 pizza every day, and therefore, managing the quality of the food production process is having the utmost necessity. According to the statement of Kuzminet al. (2018), the hyper-efficient dough factory makes the organization more popular among the customers, along with developing its brand value and brand image. Apart from this, in different outlets of Dominos, customers often get the opportunity of observing the process of pizza processing. The mass production system of Domino does not depend on only single supply chain center and a large number of machinery or equipment works in every dough production house for fulfilling the demand of customers. Every mixing bowl has the capacity of retaining around 500-pound ingredient mixture, whereas a bowl elevator is used for dumping the dough in the dividers. This equipment is required for automatic cutting and balling of the dough. These doughs are being sent to every Dominos outlet, by using massive delivery trucks. Then the pizza base is processed and garnished as per the requirement of the customers.
2.2 Analysis of 4Vs and Performance objectives of the operation
In order to understand the operational efficacy of the food production system of Dominos, a small-scale primary quantitative survey has been conducted on 10 random customers of the Dominos outlet [Refer to Appendix]. Through linking with the survey, the determinants of the framework have been evaluated, along with considering the performance objectives.
2.2.1 4V Framework
According to the statement of Chivandi and Maziriri(2017), all the procedural operations that occurred in an organization have at least a specific common thing, all of the required inputs for generating the outputs. The inputs are raw materials, capital, knowledge, equipment, and time. However, as per the nature of organization, the ways of giving inputs could be changed, which could be evaluated through the 4V framework. Volume By considering the operation of the firm, it can be stated that Dominos has well-known examples of low-cost high volume pizza and other food productions. Panghalet al.(2018) mentioned that this volume is often considered as the key to understanding how their business is organized. For example, the food production system of Dominos has a huge number of repeatability in the tasks, like dough making, garnishing, processing, and so on, along with having proper systemization.
Variety Variety of the food production operation is dependent on the pizza type, whether it is vegetarian or non-vegetarian, handmade, thick and crispy, deep-pan, classic crust, and so on. As per the toping choices, customers could get vegi supreme, mighty meat, original cheese and tomato, Texas BBQ, Pepperoni Pizza, and so on (Hyun Park et al. 2017). This means that the production of the operational volume is high in the case of Dominos.
Variation This factor is associated with the demand for the operation, along with changing characteristics. Food production is highly aligned with the product demands of the customers along with the passing time. For example, the variation comes in the processing of deep pan and classic crust pizza bases. The pattern of variation is not much diversified due to the presence of a specific single type of food, which means comparatively stable operational requirements could be designed and executed in the firm.
Visibility This factor has a direct connection with transparency, as Panghalet al. (2018) mentioned that degree of transparency in the operational transformation is essentially required for upholding the visibility level to the customers. Here, the operation of Dominos does not meet the complete degree of transparency, as no such procedure of observing their dough production system has been used to date.This is also obtained from the primary survey showed in the Appendix, as 70% of the customers stated that Dominos does not have enough transparency in their internal kitchen process. Especially, at the current pandemic time, the absence of proper and sufficient transparency might create some common questions among the customers, regarding the hygienic standard, the safe contact preparation, disinfectant safety protocols of the premises, and so on.
Table 1: 4V Framework of the food production system of Dominos
(Source: Created by the learner)
2.2.2 Performance Objectives
Through using the performance objectives, the following determinants could be stated, which are-
Table 2: Performance Objective tables
(Source: Created by the learner)
2.3 Key issues exposed through the analysis
Based on the above analysis, the following issues could be derived from the operational setting of Dominos, such as-
• The 4V framework reflects that Dominos would require to enhance the transparency and visibility factor, especially regarding the entire food processing system. 80% of the respondents stated that the firm needs to review their visibility or transparency aspects, especially during the pandemic time. As influenced by Kanyanaet al. (2016), this would be a part of the quality management procedure, along with which, it would also help the reliability factor on the brand from customer perspectives.
• As per the performance objectives mentioned in Table 2, the dependability factor is associated with the availability of raw materials, and therefore, the absence of sufficient raw materials might hamper the smoother flow of food products to the customer. Hence, as bringing a part of quality management, bringing assurance regarding the availability of inventory materials would also be essential for the company.
3.0 Part B
3.1 Concept of quality management
Product quality plays an essential role in supporting business growth and success. It has been assessed from the study of Hoe and Mansori (2018), product quality and customer satisfaction go hand in hand. It is essential for a firm to understand the demanded product quality from the side of the customers to generate the required profits. To do so, it is essential to maintain the quality, for which businesses need to make proper management of the quality. The Theory developed by Ishikawa mentions that quality management does not only means the quality of the product but also the management of the process as a whole (Liliana, 2016). According to Ishikawa, it is also essential to make proper management of the customers and the people that are related to the process of product development and manufacturing. Additionally, it has been assessed that with proper management of quality it becomes easier for a firm to create a better image in the market.
3.2 Frameworks and its analysis in content to Dominos
As understood from the study of Meloviet al. (2016), the three main elements of lean production are a supply of materials when it is needed, to supply only what is needed, and to supply only the needed quantity. This helped in assessing that the process of lean is to minimize the level of storage use as well as to minimize the use of raw materials but at the same time to enhance the productivity level. The main aim of this strategy is to make the elimination of unnecessary steps and procedures that are related to the process of production. This further helped in assessing that with the use of this quality management strategy, it becomes easier for a firm in not only minimizing the level of cost that is related to the production but even in improving the quality. Furthermore, the lean process of manufacturing even helps the producers in uplifting the product quality as they are redirected to produce a small number of units. Therefore, Dominos with the use of lean can not only uplift their product quality but also can shape their process in a better way, which will enable them in minimizing their level of resource wastes as well. On the contrary, Lodgaard et al. (2016), mentioned that in order to perform it is essential for businesses to possess a skilled workforce. This is because the room for errors in the lean process is very less.
• Six Sigma:
As understood from the study of Kaid et al. (2016), this framework is used by businesses to develop enhance their production process and performance of the firm. However, there are five stages of this quality management framework and they are based on the DMAIC methodology.
Image 1: DMAIC Model of Quality management
(Source: Created by the learner)
Stage 1: Define: In this stage, the issue that is faced by a firm is identified and demonstrated for better assessment (Kaid et al., 2016). Additionally, in this stage, the identification of areas that can be improved is made and the need/requirement of the internal and external stakeholders is defined. However, it has been assessed that the customers are not completely trusting the selected firm regarding the quality of the products. This helped in assessing that it is becoming essential for the firm to develop its process more transparent towards the customers.
Stage 2: Measure: It is essential for the firm to understand the frequency of trust issues from the side of the customers as this stage involves the measurement of the frequency of the occurred issue. Therefore, it is becoming essential for Dominos to measure the extent to which the targeted customers are demanding for transparent product manufacturing process.
Step 3: Analyze: This stage focuses on determining the root cause of the problem (Srinivasan et al., 2016). Therefore, in this stage, a business identifies the actual reason for which the issue is occurring. However, in this case, it has been assessed that the customers are not relying on the company especially towards their product manufacturing process as they are not transparent in their production. The company needs to understand that it is becoming essential for them to create their process management in such a manner that they can meet the needs of the customers to maintain the quality of the process as a whole.
Step 4: Improve: this stage involves the development of a solution to the problem is developed (Sixsigmacouncil.org, 2018). Thus, in this case, it can be said that it is becoming essential for Dominos to develop an open kitchen for product manufacturing. Moreover, the company can even post videos related to their product making and supply chain elements management. This can be a way to gain the trust of the customers. This process or improvement in product making will allow the customers in checking the quality of the raw materials that are used for product making. It can help the firm in overcoming the issue. Step 5: Control: It is not only essential to make improvements within the process but at the same time it is also essential to control the improvement so as to determine the benefits that the company fetched out of it. In this case, Dominos need to ensure that the transparent kitchen must have some rules, which will allow the company to maintain the process of improvement effectively.
• Just In Time (JIT):
This is a strategy that is used by firms to maintain its inventory. The study of Kumar (2017), has helped in assessing that management of inventory plays a significant role in the success rate of a food chain business. It is essential for food businesses to make proper management of their inventories, which can enable the organization in cutting down its cost of operation as well as in providing the right product to the right customers and in time. This approach of inventory management ensures that the materials that are there in the warehouse are only as per the need and demands. This allows the organization in using lesser space and even in using its resources to the maximum.
With the use of the JIT by Dominos, it will become easier for the firm in reducing their costs related to their inventory management and also in providing the customers with fresh raw materials as the inventory will not be storing any outdated stock of ingredients, leading to better quality product delivery to the customers and even in utilizing the resources to in the best possible manner. Furthermore, it will enable the firm in uplifting the quality of the process even.
3.3 Recommendation for improvement
After the completion of the study, it can be recommended to Dominos that the firm must make a proper assessment of the reasons for which the customers are still unsatisfied apart from the transparent production process. However, it can be suggested that the firm can make the practice of Lean and Six Sigma within their process. The use of lean can help the firm in not only minimizing the level of the cost related to its process of product manufacturing. But at the same time can make maximum utilization of their available resources. This will allow the firm in meeting the needs and demands of the customers as well. Moreover, Dominos, with the use of Six Sigma can understand the issues that the company is facing while functioning. This again will enable the firm in developing the right strategy for the betterment of the production process.
However, it can also be recommended to the firm that the organization must develop an open kitchen, which can help them in being more visible to their targeted customers. As obtained from the survey, this in return will enable Dominos in ensuring that the customers are aware of the quality of raw materials that they are using in their process of product making. This will aid the firm in gaining the trust of the customers. It can also be said that by following the mentioned two frameworks of quality management it will become easier for Dominos in using fresh ingredients for their products as lean will be focusing on acquiring the only needed amount of materials while making maximum utilization of it. On the other hand, for making proper control of the activities, Six Sigma will be used. This will support in sustaining the process of lean, leading to improved performance.
Therefore, it can be understood from the 4V analysis that the area in which Dominos is facing the issue is their visibility. The process of food making is not visible amongst the customers, which was influencing their trust in a negative manner. This further pushed in recommending that the company can use Lean Management and Six Sigma to overcome the issue that they are facing. The use of lean will help in making better utilization of their available resources while minimizing their level of wastes at every stage of business operation and Six Sigma will further support in developing innovative solutions to the faced issues. However, it can be concluded that developing online circulation of the videos related to their process of raw materials selection and in developing an open kitchen can help them in tacking this situation.
5.0 Reference List
Chivandi, A., and Maziriri, E.T., 2017. An Evaluation of ISO 22000 Food Safety Standards Awareness and Implementation in Zimbabwean Branded Fast Food Outlets: Customer, Employee, and Management Perspectives. African Journal of Hospitality Tourism and Leisure, 6(2), pp.1-24. Hoe, L.C., and Mansori, S., 2018. The effects of product quality on customer satisfaction and loyalty: Evidence from Malaysian engineering industry. International Journal of Industrial Marketing, 3(1), pp.20-35. Hyun Park, S., Seon Shin, W., Hyun Park, Y. and Lee, Y., 2017. Building a new culture for quality management in the era of the Fourth Industrial Revolution. Total Quality Management & Business Excellence, 28(9-10), pp.934-945.
Kaid, H., Noman, M.A., Nasr, E.A., and Alkahtani, M., 2016. Six Sigma DMAIC phases application in Y company: a case study. International Journal of Collaborative Enterprise, 5(3-4), pp.181-197. Kanyana, A., Ngana, L., and Voonc, B.H., 2016. Improving the service operations of fast-food restaurants. Procedia-Social and Behavioral Sciences, 224, pp.190-198.
Kumar, R., 2017. Supply chain & inventory management in the food industry: A case study. International Journal of Statistics and Applied Mathematics.
Kuzmin, O., Pozdniakov, S., Kiiko, V., and Akimova, L.M., 2018. Development of quality management systems in the hotelrestaurant business.operations management assignment Landmark, (1), pp.221-232
Liliana, L., 2016, June. A new model of Ishikawa diagram for quality assessment. In IOP Conference Series: Materials Science and Engineering, 161(1), p. 012099.
Lodgaard, E., Ingvaldsen, J.A., Gamme, I., and Aschehoug, S., 2016. Barriers to lean implementation: perceptions of top managers, middle managers, and workers. Procedia CIRP, 57, pp.595-600 Melovi, B., Mitrovi, S., Zhuravlev, A., and Braila, N., 2016. The role of the concept of LEAN management in modern business. In MATEC Web of Conferences (Vol. 86, p. 05029). EDP Sciences.
Panghal, A., Chhikara, N., Sindhu, N., and Jaglan, S., 2018. Role of food safety management systems in safe food production: A review. Journal of food safety, 38(4), p.e12464.
Sixsigmacouncil.org., 2018. Six Sigma: A Complete Step-By-Step Guide. [Online] Available at:
Q1. Do you think that Dominos food production system can meet the various demands of the customers in a proper and timely manner?
Q2. How far do you agree with the statement that Dominos outlets have sufficient transparency regarding the internal kitchen process to their customers?
Q3. How far do you agree with the statement that the food production system of the firm is enough capable for handling mass production of a huge number of customers everyday?
Q4. Do you think that Dominos should reassure about the visibility or transparency aspects especially during the pandemic time?
Q5. According to your opinion, what could be the probable solution for improving the food production operation of the company?