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The young faces of Domino’s new campaign already own two stores
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Kaedyn Stops and his brother are on their way to achieving their goal of 5 Domino's stores
Liam Stops, one of Domino's young entrepreneurs
Brothers Liam (22) and Kaedyn (23) Stops are among the youngest Domino’s pizza franchisees in the country – yet they already own two stores and have plans for more. They have more experience than you might expect, too – the pair started working at Domino’s in Hastings ten years ago when they were just youngsters.
‘Originally, our sister got a job at Domino’s and her good work led to us getting a chance there, too,’ says Liam. ‘Kaedyn started first, then I joined and we’ve never looked back. I started out “wobble-boarding” – holding the sign out on the road-side to advertise store specials – then I worked in-store in a number of roles from washing-up to customer service. The franchisees were very good at creating a friendly and supportive culture and it matured me. Kaedyn and I worked hard and were promoted into roles with more responsibility, such as running shifts for the team at the age of 14 and moving into manager roles two years later.
‘I wasn’t allowed to leave school until I had a full-time job, so I when I was appointed as a manager I took the leap and joined Domino’s full-time. By the time I was 17 my dad, who owns his own business, advised us to find out what it would take to buy a franchise for ourselves.’ And so, aged just 18, Liam and older brother Kaedyn opened their first Domino’s store at the Redwood Centre in Rotorua in September 2013.
‘We loved the change from being employees to business owners,’ says Kaedyn. ‘Yes, there’s more admin to do but you care even more when it’s your own business. We also have a good accountant, the Domino’s systems and the strength and support of the Domino’s teams in New Zealand and Australia backing us. So when we got the chance to buy a second Rotorua store at Koutu earlier this year, it was an easy decision. Now we have two stores with a couple of good managers in each and over 50 staff.’
And, Kaedyn says, that’s not the end. ‘Redwood won the Best Retail Business title in the Westpac Rotorua Business Awards last year, so that gave us a bit of confidence. When we sat down with Scott Bush (Domino’s General Manager NZ), he told us to write down our long-term goal and vision. We said five stores in five years. Well, we have two already and both are growing exceptionally well, so we’re on the way to achieving that goal.’
Now the young entrepreneurs are the faces of Domino’s new marketing campaign, ‘We Care.’ The campaign focusses on real store owners and real customers and highlights the company’s commitment to its 100 percent customer satisfaction guarantee.
Scott Bush says, ‘We chose Liam and Kaedyn to front “We Care” as they epitomise the commitment and drive our New Zealand franchisees have to customer service and satisfaction. The brothers genuinely care about their business, their employees and their customers, and with this attitude we know they’ve got a bright future with Domino’s. The “We Care” campaign is in response to our customers telling us they love our products, but when we make a mistake, they want it fixed as quickly as possible. So we’ve promised to do better and our teams are getting back to basics of great customer service.’
To support their network of 114 Domino’s stores throughout New Zealand to address the changes needed to deliver on the ‘We Care’ campaign, Domino’s prepared tools to assist in a special training session for team members ahead of the new campaign, and established a dedicated customer care team to monitor and resolve feedback as quickly as possible. And, boldly, it published its list of common frustrations so that customers would know that their concerns were being taken seriously.
‘Domino’s prides itself on its responsiveness to customer feedback,’ says Scott. ‘The mantra of Domino’s has long been “Slow where it matters, fast where it counts,” and we recognise that errors happen sometimes. The new campaign featuring Liam and Kaedyn promises Domino’s customers the company will back its products and delivery service with a money-back or replacement guarantee.
The ‘We Care’ campaign kicked off in May and includes two new television commercials as well as print, online, social media and digital platforms. Liam and Kaedyn say feedback has been positive. ‘It’s a cool approach, emphasising we’re about great products, not cheap prices.’
Domino’s already has more outlets in New Zealand than any other pizza chain, but increasing demand means there is still room for many more – especially in regional centres and fast-growing areas. ‘The investment for new franchisees is from $500,000 depending on location and the returns for good operators can be considerable,’ says Scott.
‘Liam and Kaedyn started young and it’s been our pleasure to support them to be the best that they can be. They are already well on the way to achieving their goals through their own dedication and hard work, backed by Domino’s all the way.
‘We want to hear from entrepreneurial people who can see the benefits of a great system and have the determination to grow a great business. If that’s you, call me today!
See this advertorial on page 61 of Franchise New Zealand magazine Year 26 Issue 2
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