Live Case – Project

Develop a Multi-Site Pricing Strategy for Donatos Pizza

A Collaboration Between

Project Synopsis

In the highly competitive pizza restaurant market, it’s critical that Donatos menu items are optimally priced as a premium pizza brand in the current market place. This is no easy feat. Donatos Pizza has 200+ locations in nearly a dozen states, our restaurants are nestled in communities and cities that have different economies and demographics. Furthermore, ongoing disruptions in the supply chain and rising costs increases the need for price sensitivity around the different types of food products and other items we use to serve our customers. We need to move beyond the “cookie cutter” approach and adopt a more surgical pricing strategy.
-Create a base map Donatos of locations
-Add key variables (e.g. competitor pricing, market pricing, costs, etc.) as map layers
-Analyze to identify patterns/clusters based upon common features of locations
-Develop a price list for each of the location clusters
-Recommend a strategy for implementation and evaluation of the strategy
-An actionable multi-site pricing strategy with supporting rationale.

Project Topics

Data Management

Operations

Company Information

CompanyDonatos Pizza
HQGahanna, OH
RevenueN/A
Employees500-2500
StageLarge Enterprise
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time
Websitehttps://www.donatos.com/

Company Overview

Donatos Pizza is a pizza delivery restaurant franchisor headquartered in Gahanna, Ohio, United States. It has nearly 200 locations in eleven states, with the majority of locations in Ohio.

Experiential Learning Program Details

SchoolNorthern Illinois University (NIU)
Engagement FormatLive Case - Think "Hackathon" or Case Competition with a whole class of students! This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
CourseBusiness in Action, Fall 2022 (Collum) – Donatos
Level
  • All Undergraduate
Students Enrolled40
Meeting Day & TimeOnline MW 6:00 - 8:40 pm CT
Student Time Commitment4-7 Hours Per Week
Company Time Commitment1 Hour
Duration7.57 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
FALL A: Company & Projects Reveal

FALL A: Company & Projects Reveal

Students enrolled in FALL A (August - October 2022) are introduced to the company and projects.
August 29th, 2022 Event na
Confidentiality Agreement

Confidentiality Agreement

During this program, you'll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional.
September 5th, 2022 Event na
Fall A: Announce Teams

Fall A: Announce Teams

Teams are announced for students enrolled in FALL A  (August - October 2022).
September 7th, 2022 Event na
FALL A: Official Project Launch

FALL A: Official Project Launch

Project launch and company visit with students enrolled in FALL A (August - October 2022)
September 12th, 2022 Event na
FALL A: Deliverable 1 Due FALL A: Deliverable 1 Due
Students enrolled in FALL A (August - October 2022) submit Deliverable 1.
September 19th, 2022 Submission Required submission-required
FALL A: Deliverable 2 Due FALL A: Deliverable 2 Due
Students enrolled in FALL A (August - October 2022) submit Deliverable 2.
September 28th, 2022 Submission Required submission-required
FALL A: Company Visit

FALL A: Company Visit

October 3rd, 2022 Event na
FALL A: Deliverable 3 (Paper & Presentation) Due FALL A: Deliverable 3 (Paper & Presentation) Due
Students enrolled in FALL A (August - October 2022) submit Deliverable 3.
October 10th, 2022 Submission Required submission-required
FALL B: Company & Projects Reveal

FALL B: Company & Projects Reveal

Students enrolled in FALL B (October - December 2022) are introduced to the company and projects.
October 19th, 2022 Event na
FALL B: Announce Teams

FALL B: Announce Teams

Teams are announced for students enrolled in FALL B  (October - December 2022).
October 26th, 2022 Event na
FALL B: Official Project Launch

FALL B: Official Project Launch

Project launch and company visit with students enrolled in FALL B  (October - December 2022).
October 31st, 2022 Event na
FALL B: Deliverable 1 Due FALL B: Deliverable 1 Due
Students enrolled in FALL B  (October - December 2022) submit Deliverable 1.
November 7th, 2022 Submission Required submission-required
FALL B: Deliverable 2 Due FALL B: Deliverable 2 Due
Students enrolled in FALL B  (October - December 2022) submit Deliverable 2.
November 16th, 2022 Submission Required submission-required
FALL B: Deliverable 3 (Paper & Presentation) Due FALL B: Deliverable 3 (Paper & Presentation) Due
Students enrolled in FALL B  (October - December 2022) submit Deliverable 3.
November 21st, 2022 Submission Required submission-required

Key Project Milestones

  • September 19, 2022 - Deep-dive on Donatos Pizza

    • What is the company’s brand, mission and values, and how these are “lived” by the company?
    • What is the company’s target demographic, product, and business model? How is the company structured?
    • What is the customer’s problem/need and how the company’s product or service is solving that problem? What is their unique value proposition?
    • What is the current pricing model? What is the annual revenue?
    • Focusing on the current challenge:
      • What approach will you use to inform the final pricing strategy, and why?
      • What data points do you need on the company (e.g. customer transaction data, location data, utilization, discounting)? Its competitors (e.g. pricing, quality)? How will you use these data in your analysis?

    Suggested Deliverable:

    -Current map of Donatos locations, list of key competitors, draft approach and data collection and analysis strategy

  • September 28, 2022 - Analyze Company & Competitor Data

    • Which analytical tool(s) (e.g. regression, geomapping) are available and useful to determine which of the variables are relevant to the pricing model?
    • What patterns in the data do you identify? How will you determine which ones are significant?
    • What location clusters emerge from the analysis?
    • What inputs should each location consider when setting their individual prices?

    Suggested Deliverable:

    Data Analysis Report; Questions for Industry Representatives

  • October 10, 2022 - Recommend a Multi-site Pricing Strategy

    • What are your recommendations for a standardized, efficient way to decide on regional prices? Develop a price list for each of the location clusters.
    • If you identify facilities where products are under-priced, how can the company bring regional pricing levels in line without excluding or alienating current customers?
    • What are the next steps for implementing the pricing strategy?
    • How does your recommended pricing strategy align with the company’s business goals to mitigate revenue risks and capture opportunities for price increases?
    • What strategies and tools do you suggest for Donatos to evaluate the pricing strategy you are recommending?

    Suggested Deliverable:

    Multi-site Pricing Strategy & Rationale Paper & Presentation

Project Resources

There are no resources currently available

Industry Mentors

There are currently no supervisors assigned.

Academic Mentors

Instructor

 

[email protected]

Instructor

Jason Gorham

[email protected]

Instructor

Scott Rosenfelder

[email protected]

Instructor

Neil Doughty

[email protected]

Instructor

Elois Joseph 

[email protected]

Instructor

Jenny Redisi 

[email protected]

Assigned Students

There are currently no students assigned.