Posted:13-January-2021
Interview with Joggy Dhillon of Domino's Pizza, Coleraine and Omagh
Name: Joggy Dhillon
Location: Coleraine and Omagh
Franchise: Domino’s
Why did you go down the franchise route? And why did you choose your franchise?
While watching BBC2’s Money Programme, I saw an article about Domino’s and I was intrigued by the brand and the opportunities available. I undertook more research and then applied to be a franchisee – I haven’t looked back since.
What did you do before taking up a franchisee?
Before becoming a Domino’s franchisee, I used to live in California and run my own business there – a gas station/ convenience store. I returned home and worked short term for Tesco as a site manager but was itching to be my own boss again.
How did you raise the finance?
With the help of Ulster Bank, I applied for Small Firms Guarantee Loan. I believe it’s now called the Enterprise Finance Guarantee.
What training and support did you receive initially and ongoing?
I completed a two week franchise development programme at Domino’s Head Office in Milton Keynes. Thereafter, I received two weeks of on-site support when opening my first franchise. As a Domino’s franchisee, we also have continuous support from Domino’s HQ for any question or query, whether it’s about marketing and PR or helping to improve the load times for getting our freshly made pizzas into the oven.
What is a typical day for you as a franchisee?
A typical day as a Domino’s franchisee includes catching up on emails, ensuring the marketing is up-to-date, researching what events are happening in the local area that we can get involved in, checking stats and discovering that it’s going to be another great week! I’m really hands on and spend a great deal of time in my stores, as well as working with my teams on all of the various events and local activities we get involved with.
What challenges have you faced?
The biggest challenge was the downturn in the economy but I learned to adapt the business and tailor the operations to facilitate the changes. Instead of thinking of it as a negative, I turned it into a positive and the business has positively grown each year.
Has becoming a franchisee changed your life, if so how?
It’s made me realise that franchising is not just about running a business. Being a franchisee is also about being a brand ambassador and being involved in all aspects of the local community. I am privileged to be in a position whereby I can help so many people not just through employment but also through sponsorship and community activities.
What marketing/promotional tools do you use to grow your franchise?
To grow my franchise I actively use social media, door to door distribution and product sampling. Being active in the local community is also equally as important.
What differentiates your franchise from the competition?
I believe that what sets Domino’s apart from the competition is our product and service. We serve a fantastic product and we are passionate about service.
In your opinion, what makes a successful franchisee?
To be a successful franchisee, you must be prepared to work hard and not take for granted being part of a recognised brand. It will not automatically bring you success.
What advice would you give to someone thinking of buying their first franchise?
I would advise a prospective franchisee to do your research and ensure you know the brand. Afterall, you will not only be responsible for growing your own business but also for growing the brand.
What are your plans for the future?
I would like to own more stores and continue my journey within Domino’s, creating new opportunities within my business and learning each day.
Would you do it again?
I’ve had a great time doing it so far so why not?!
Interested and want to know more about Domino's Pizza?
The Domino's Pizza basic profile outlines aspects of their franchise opportunity
