
ENGAGING WITH OUR STAKEHOLDERS AND WORKFORCE
Our stakeholders Communities Consumers Employees Franchisees Shareholders Suppliers
Why they
matter
We recognise that we have a responsibility
to ensure we’re a force for good within the
neighbourhoods that we operate in, by
supporting local initiatives, being a good
neighbour and providing employment.
With increasing numbers of competitors
and changing consumer tastes,
understanding the needs of our customers
allows us to continually improve our
service, products and experience.
Our dedicated and experienced
colleagues are a key asset of
our business. We recognise
the importance of creating and
maintaining a positive working
environment and providing
opportunities for individuals
to fulfil their potential.
We recognise the critical role that
franchisees play in the long-term success
of the business, by providing outstanding
customer service; day-in, day-out.
Franchisees are the custodians of the
Domino’s brand at store-level and it is the
Company’s role to provide franchisees
with the support they need to operate
efficient and profitable businesses and
to maintain the highest brand standards.
Our shareholders have invested
in the Company’s shares and
expect to see a return on their
investment. Shareholders play
an important role in the oversight
of the Group’s governance.
An efficient supply chain
is integral to the Group’s
business model, and the
relationship with our suppliers
is a key element in achieving
our operational goals.
How we
engage
Local and national charity fundraising and
community initiatives.
Local council engagement.
Food bank donations.
Digital platforms and social media used to
share information.
We obtain customer feedback through
a variety of channels to ensure we keep
improving the customer experience
and stay abreast of their expectations.
Our Feed Us Back programme, in
which customers who provide us with
a valid email address are invited to
complete a survey, remains our biggest
customer satisfaction programme.
The questionnaire focuses on six key
measures and metrics, relating to overall
satisfaction, value, timeliness, taste,
accuracy and appearance of food. We also
engage through consumer taste panels,
bespoke surveys and research panels.
Our colleague engagement
mechanisms comprise various
communication channels
including annual engagement
surveys, All Colleague Meetings
held every six weeks, and
the ‘Share a Voice’ colleague
forums. Further details on the
forums can be found in the
workforce engagement section
on page 85.
Engagement with our franchisee
community is integral to our business
model. There is regular contact with
franchisees by the Chief Executive
Officer and the Executive Leadership
team, both formal and informal, and
through dedicated business partners.
The Company and franchisees operate
a number of established forums to
collaborate on marketing activity,
technical matters and operations issues.
We maintain a constructive
dialogue with shareholders and
engage with them regularly to
understand their perspectives
and ensure these are considered
in our decision-making.
Engagement with our
suppliers is through a
combination of organised
events (e.g. annual supplier
conference), periodic
performance/commercial
reviews conducted by our
procurement teams and
supplier assurance function.
Issues raised
Local communities expect the Company
to operate safely and sustainably. We have
been approached directly and via social
media on the safety measures deployed
in our supply chain centres to allow them
to remain open and operate safely during
Covid-19. We receive queries on our
approach to maintaining animal welfare
standards and tackling food poverty.
In 2021, consumers raised queries on
our plans to extend the product range
to include vegan-friendly options.
We also had requests for product items
that had temporarily been removed
due to Covid-19 related operational
requirements to be re-introduced to the
menu and for the Company to consider
adding product options for the Christmas
festive period. During the period of
Covid-19 restrictions, customers asked
how we could offer collection facilities
in a safe and secure manner.
As with 2020, ongoing
communications with
colleagues in 2021 was heavily
weighted towards our working
arrangements around the
risks posed by Covid-19 and
arrangements to return to
the office. Colleagues also
raised questions about pay and
benefits and the Company’s
response to securing HGV
drivers to meet operational
needs in the latter part of 2021.
There is ongoing dialogue with
franchisees on store level profitability
and the support provided by the
Company, including how to improve
labour-efficiency and cost-management.
Franchisees have engaged with
management on strategic development,
the ongoing franchisee/franchisor
relationship, marketing activity,
new product development and IT/
eCommerce development. There has
been close cooperation with franchisees
on the operational standards required
to maintain safe working arrangements
throughout the Covid-19 pandemic.
During the year shareholders
have questions about Directors’
remuneration, the franchisee/
franchisor dispute, the application
of our capital allocation
framework, the Group’s response
to climate change and approach
to sustainability more generally,
and a range of strategic and
operational matters.
The relationship with our
suppliers is commercially
focused and yet very
collaborative. We have
continued to work closely
with our suppliers to maintain
100% availability of the
products supplied to stores
during a period of supply
chain pressure faced by many
businesses and an increasingly
inflationary environment.
Due to Covid-19, we have not
been able to hold some of the
organised events typically
held in our annual calendar
which would ordinarily provide
suppliers the opportunity to
meet management in person.
How we
responded
We have engaged directly with members
of the public and local MPs to explain
the working practices in place during the
Covid-19 pandemic. We have worked closely
with our primary authority in Milton Keynes
which has provided assured advice on the
Covid-19 related safety measures to be
implemented on our sites. Our management
of environmental, social or governance
(‘ESG’) and sustainability includes
maintaining high animal welfare standards
and partnering with Fareshare to help tackle
food poverty.
The Company has expanded its product
range to include vegan-friendly options
and started the process of reintroducing
menu options suspended during 2020.
The Company also added festive
product lines in November 2021. In-car
collection was launched in 2021 to allow
customers to collect from our stores
safely and securely.
Management has maintained
regular dialogue with colleagues
on Covid-19 operational
controls, which were adopted
to maintain their safety and
the operational efficiency
of our supply chain centres.
Office-based colleagues will
return to the office in 2022 with
hybrid working patterns being
offered. Pay and conditions for
colleagues were benchmarked
to ensure that they remain fair
and competitive and a range
of benefits offered to secure
additional HGV drivers.
The Company has engaged with the
Domino’s Franchise Association to
develop a package of proposals that
would create a collaborative and
growth-oriented relationship between
the Company and franchisees, and
accelerate both near-term and long-term
growth in the business. The proposals
were overwhelmingly supported by
the UK franchisees and announced on
16 December 2021. Further details are
included on pages 8 to 9.
The Board considered, and took
account of, shareholder views
in reaching the resolution with
franchisees in December 2021 and
in the application of its capital
allocation philosophy during the
year. The Board has also increased
its focus on climate change and
sustainability, establishing a
new Board committee to provide
oversight of sustainability and
introducing ESG measures
into the remuneration policy.
The Remuneration Committee
consulted with shareholders on
remuneration during 2021 and
again in January 2022.
We are re-introducing our
pattern of organised supplier
events as soon as possible
and plan to undertake a
formal supplier engagement
survey in early 2022.
Our stakeholders are integral to the long-term success of the business.
We are committed to a process of continual improvement of our
engagement processes.
* For further details on our
Colleague Forums, see page 85
on workforce engagement.
For more information on how
we consider stakeholder views
at Board level to promote
the long-term success of our
business, see our Section 172
Statement on page 34.
36 Domino’s Pizza Group plc