Franchise group increases sales by 50%

Domino’s Pizza multiple franchisee uses strategic leaflet distribution to drive business success.

Client Profile: Domino’s Pizza franchisee with eleven stores in the UK.

Logiforce customer for nine years with an ongoing 50-weeks a year leafleting campaign on a Shared Distribution Plan.

Mr Nij Madlani is the Managing Director and owner of eleven thriving Domino’s Pizza franchises across Essex, London and Kent. With twenty years of experience and three hundred and sixty employees across the South East and East Anglia, Mr Madlani is one of the most successful franchisees in the country.

On average, the company group distributes nearly sixty thousand menus and other promotional materials almost every week of the year. That's an impressive three million plus leaflet drops per year.

Before signing up with Logiforce, Mr Madlani struggled to find a leafleting company that provided a measurable, reliable distribution service, even tried to organise his own leafleting teams in-house. The leaflets often didn't reach the customers’ doors

“My main issues were two things", says Mr Madlani,

“The reliability of external distribution companies - and later my in-house distributors - and the time it took to check on distribution and get feedback from residents.”

After several disappointments with local and national leaflet distributors, Mr Madlani was forced to organise the leafleting himself. However, it was time-consuming and a heavy administrative burden, especially with a growing business.

“The flexibility offered on the reporting was excellent.”

When Mr Madlani found the Logiforce web site in 2010, he had precise demands about reporting and measuring the success of each leaflet drop. He decided to start with a trial period of four months for only three of his shops in Kent, where he was struggling the most.

To meet his demands, Logiforce provided him with flexible options:

Pre-distribution and post-distribution reports on a weekly basis.

GPS tracking that proved the delivery was door to door.

Strategic schedules of distribution for every store.

Reducing the numbers distributed per week, but increasing the frequency of the distributions.

A dedicated account manager, always available to answer questions or deal with any issues.

After the trial period, the results showed a substantial increase in sales and orders for offers available only with distributed menus.

The four months trial offered actionable data and Logiforce was able to advise on schedule changes and an improved approach for each individual area. Mr Madlani has implemented a new leaflet distribution strategy across all his stores, to which he attributes his strong results.

“Within the first three to four months, the results were fantastic and showed an immediate increase in sales and orders for the specific offers distributed.”

In the long term, Nij Madlani’s companies have reported more significant benefits:

The adopted cycle of leafleting, where one-third of the territory receives a leaflet once every three weeks, offers higher and a more even sales graph between the peaks and troughs of measured sales periods.

A consistent increase of sales each year at over 50% above the national Domino's Pizza sales figures compared with franchisees using other leafleting services.

Ability to maintain a well-trained and experienced staff due to an even distribution of sales throughout the year.

Estimated management time saved in nine years leafleting with Logiforce: 1872 hours

For a successful leaflet distribution campaign Mr Madlani recommends new customers:

Discuss a distribution schedule with your account manager at Logiforce;

A one-off leaflet distribution doesn’t always give good results;

Trial Logiforce for at least six to eight weeks of constant door drops to see results.