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The Florey Pizza War

By johnboy - 6 June 2011 22

domino's

The new Encore Pizza store in Florey has been the subject of some significant debate here, flying the flag for counterintuitive marketing by setting up shop next to the busiest Domino’s store Australia.

In Sunday’s praise of the new outit “UrbanReality” posted the above picture of the hardball tactics being used to try and fight off the whippersnapper.

We await the next chapter of this sage with considerable interest.

What’s Your opinion?


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22 Responses to
The Florey Pizza War
yellowredme 10:13 pm 07 Jun 11

After seeing Dominos attempts to hide Encore Pizza I decided to switch to Encore, they have better service and Im all for supporting the little guys.

damien haas 8:05 pm 07 Jun 11

Is Encore another franchise ? Im sick of franchises.

Dominos response to Encore are fairly limited BECAUSE they are a franchise. Sadly, they can only really compete by dropping their price or issuing coupons. If you dont think that will be reflected in the quality of material used to prepare their product then you are naive. This will be interesting to watch.

astrojax 4:36 pm 07 Jun 11

stonedwookie said :

yeh there pizza is yum way better then domino’s try encore’s crabstar pizza its so goooooood wish i could get one now

ahh, from ‘stonedwookie’ – [colombian] gold! 🙂

mouthface 4:12 pm 07 Jun 11

Genie said :

Encore pizza have one of the worst websites I’ve ever seen.

Lucky you don’t have to eat the website then

Postalgeek 3:16 pm 07 Jun 11

Good to see an Eagle Boys Pizza ad at the bottom of this page

Genie 1:28 pm 07 Jun 11

Encore pizza have one of the worst websites I’ve ever seen.

Koalathebear posted a pic of their menu to prove said nachos pizza existed. But their website lists boring stock standard pizzas and none of the ones shown in the photo. I’m keen to try several of their pizzas, The pork one sounds yummy !!! Just wish they had the full menu online to make ordering a pizza as lazy as I am.

Clown Killer 1:15 pm 07 Jun 11

It’s not a counterintuitive business approach at all. Ever noticed how businesses cluster: Restaurants – Wooley Street. Bars – Civic. Car dealers – Melrose Drive. Outdoor gear – Londsdale Street. You get the drift. Business brings business.

I’m guessing though that in the cut throat world of mass produced pizzas that are assembled on scales with diagrams showing the staff how to lay out the six pieces of pepperoni allowed for each pizza that there’s not a lot of wriggle room for outfits like Domino’s to take on competitors by changing their offer. I suspect that it’s going to be good times for the folks at Encore for the medium term at least.

MERC600 1:05 pm 07 Jun 11

Remember years ago when Kingsley chicken opened a few shop fronts from the Woden KFC. Well I thought he’d be pushin it uphill for sure, but a little while later KFC closed, and Kingsley was there until the area was expanded.

johnboy 12:38 pm 07 Jun 11

chow said :

Why is this “counterintuitive”? Dick Smith said he was surprised when his stores were not targeted for similar marketing back in the 80’s. and it’s old Jewish wisdom to open a tailor next to the busiest tailor in town.

What jewish tailors know is counterintuitive to many.

chow 12:36 pm 07 Jun 11

Why is this “counterintuitive”? Dick Smith said he was surprised when his stores were not targeted for similar marketing back in the 80’s. and it’s old Jewish wisdom to open a tailor next to the busiest tailor in town.

stonedwookie 11:59 am 07 Jun 11

yeh there pizza is yum way better then domino’s try encore’s crabstar pizza its so goooooood wish i could get one now

Rawhide Kid Part3 10:13 am 07 Jun 11

Ah…. Competition. Perfect one day and gets interesting the next…

Me no fry 10:07 am 07 Jun 11

One of the most disappointing pizzas I’ve ever had came from Dominos at Florey.

I’ll be walking right past them to get to Encore, no matter how hard they try to hide it.

eyeLikeCarrots 9:17 am 07 Jun 11

Sounds like I better go check out Encore then.

eq2 1:52 am 07 Jun 11

Dominos Franchisee: We’re seeing a dramatic reduction in sales due to Encore opening and selling Pizza that is better and cheaper
Dominos Head office: Don’t worry! You can build a wall and we’ll send you an open sign and a trailer! That will confuse the consumers!

The current voucher price for traditional pizzas at florey is $7.95 pickup. It’s more expensive without a voucher. You get worse toppings and worse taste.

They are dealing with the threat of Encore by hiding it from potential customers. Dominos should be competing by improving their quality and/or pricing. In the process of these dirty tactics they have given Encore more publicity.

(in the future)
Dominos franchisee: It isn’t working, pleaseee help us stop the consumers from getting better pizza!
Head office: Okay we’ll send you some REALLY bright lights so the consumers will be attracted to the store like moths

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