How to reinvent franchising with tech and transparency

Last week, we rolled out one small but very important feature on our website in Russia. Now you can see average delivery time and average customer ratings retrieved from our mobile app for every city. Why is that so important?

We’re giving real statistics from Dodo IS, our internal IT system. The naked truth. Openness is our company philosophy. We are merciless with ourselves. We burn bridges, so to speak, denying ourselves a chance to work poorly. If our pizza delivery takes too much time somewhere, you will see it at once. Perhaps, it will deter you from ordering; so we will have no choice but to work better. We focus on the point, and the point is our customers.

Interestingly, one of our main competitors also publishes the “average delivery time” of the previous week on its website in Russia. And their figures—which are very low indeed—remain constant for weeks, no matter what city we’re talking about. With our approach, we will seem to be slower than our competitor, yes, but we believe that in business you can’t achieve long-term success through manipulation. Such is our approach. In truth we trust.

For example, when I checked our pizzerias in different cities, I was ashamed for Dodo Pizza in Yaroslavl. They deliver in 59 minutes on average (!), and their rating is rather low, as far as we’re concerned. And I’m proud for 50 pizzerias in Moscow with the average delivery time of 37 minutes, which is good for such a complex megalopolis, though we definitely could do much better.

I’m certain that now that we’ve opened our ratings, our performance will improve, because openness doesn’t leave us a chance to work poorly. And that’s just the beginning. We are going to develop these tools further. Soon, there will be ratings for every pizzeria (for instance, some Moscow franchisees work well, and others, not so well). You will be able to see rating lists and pick the best pizzerias in a particular city or country.

Further reading: Rate your pizza: Dodo testing its killer feature