Date : 28th May 2008
Time : 11.44AM
Listening to : Making love out of nothing at all - Bonnie Tyler
Where : Room - MC
My project brief for Web Design 2 is to redesign the website of my client,
Domino's. I checked out a few of its' competitor's website. PizzaHut is obviously the biggest competitor and they offer delivery also. The 2nd one is McDonald. I know I did McDonald in my previous corporate analysis but the current one that I did is a Malaysia website. Same goes for PizzaHut. Same thing, I chose McD cos' they offer delivery also. The last one that I did does not offer delivery but it's a fast food chain also. Kentucky Fried Chicken.
PizzaHut (
http://pizzahut.com.my)
Target audience that PizzaHut aimed for would be for families and also group of friends. But for Domino's Pizza, most of the combo and offers are for working adults, people who order their meals to be delivered to the office. Probably for working people who does not want to face the hassles of going out and get their meals but prefer to order for delivery.
Type of food that PizzaHut offer ranges from pizzas to even rice. They do not offer only pizzas but also other meals like pastas, rice, and even offer appetizers and deserts. Same goes for Domino's but my client does not offer such wide range of food. Even though they do have pastas and desert, they are all categorized under side orders. It's clear that Domino's place a big emphasis on their pizzas.
Delivery Service offered by PizzaHut is available only in certain outlets but their dine in service is for every single outlet. No guarantee of the time taken to have the orders delivered. But for their take away, a guarantee of 15 minutes is given. Compared to Donino's, of all the outlets in the whole country, every outlet (except for 2) offers delivery & take away. But only the 2 outlets that does not offer delivery has dine-in. Domino's is all about delivery. 30 minutes for delivery, that's their guarantee to their customers.
The Advantages that PizzaHut has is obviously the dine-in availability that they offer. And also they have more outlets compared to Domino's for easier accessibility.
The disadvantages that PizzaHut suffer from would be their delivery offer. Compared to Dominos, PizzaHut cannot give a specific period of time taken to have the orders to be delivered. And not all outlets offer delivery.
The website itself has a good use of corporate colors. But it took some time to load especially the side bar and I have no idea why. And their online order page, if accessed from the blinking icon, it will redirect us to another page via a new tab. But if accessed from "how to order", it will be redirected to the order page without using a new tab. The problem to this is that there is no side menu to access and also no back button also. Aside from the loading problem, I think it's quite sufficient when it comes to the information.
McDonald's (
http://www.mcdonalds.com.my)
Target audience that McDonald aimed for is mainly for kids. Their sets like Happy Meal obviously stated so. And all of their menu sets are for individuals, not for big groups of people.
Type of food that McD offers usually cater for individuals. Unlike Domino's, McD does not offer combos or sets that could be shared by more than 2 people. And their menu is limited to only burgers, fries and nuggets for the main products. But they do offer side orders like porridge. And different time of the day, they have different offers and menu sets such as breakfast set.
Delivery Service offered by McDonald will be charged RM3 for delivery and also limited to certain areas only. No minimum order is required. As for Domino's, a minimum order of a regular pizza is required.
The Advantages that McD has would be the no minimum order required. And also, McD is a hit with teens and kids nowadays. And they cater for individual sets.
The disadvantages that McD has would be their delivery services also. Although they offer delivery, the food that are delivered usually do not taste as good as compared to Domino's. I think it's the kind of food that they offer. And Domino's deliver their food within 3 minutes in a hot pouch. But McD, fries and the bread kinda get soggy after that.
The website irritated me. I don't know if it's just my browser or what but the flash for main page just jammed my browser for seconds and I think it's pretty annoying. Other than that, information is quite easy to access. Layout is pretty consistent.
Kentucky Fried Chicken (
http://kfc.com.my)
Target audience that KFC is aiming for is families and children. It's quite apparent in their ads and commercials.
Type of food that KFC offer is of course poultry related products for main course. They also offer side orders. KFC is more flexible in their sets and combo because they cater for both individuals and also group of people.
Delivery Service is not available.
The Advantages that KFC has would be their flexibility. Since they cater for both individuals and also group of people and also the accessibility of dining in, people may tend to choose KFC.
The disadvantages suffered by KFC would be the lack of delivery. This means those who want to have KFC, they have to go to the outlet.
The website in terms of navigation is quite confusing. Some links are repeated. And I think the buttons are too scattered. The colors used is quite consistent except for some pages like kids meal and kfc e-cravings for example. The main page and most of the pages will have that rays lines coming out of the logo but some of the pages doesn't. And in some of the pages, the second bar of navigation isn't there anymore. And in terms of colors usage, I find it hard to find a focus point. Too many colors and everything stood out too much.
One point that I noticed when analyzing all these websites and also some of the others, all these fast food chains, they included info on how they are contributing back to the society or environment. And the same goes for Donimo's website. I think it's a kind of publicity in away. Some environment/society conscious customers may choose which fast food chains to go for according to this factor.
All in all, Domino's put great emphasis on their delivery service and also online ordering. Yes, my client's competitors may have more to offer, more dine in options and more outlets compared to my client. But Domino's target audience is very different from the rest of its' competitors. Domino's targeted for working adults, a totally different target audience from the rest. And it's the delivery that drew its' target audience to choose Domino's because of the guarantee offered. And I think Domino's website is a very important media to attract more customers. And currently, Domino's website is not that user-friendly. Some pages are so long and it gets kind of boring to even attract me to scroll down further. Information are not sorted out properly. So it could be quite a task to improve this. :)
Well anyway, please do drop comments on what you think of the websites that I've shared. Any info that I might have missed out or anything like that.
-chen-
[6.31PM]
Labels: sharing, web analysis, Web Design 2
