Martin Steenks, CEO of Domino's Pizza Japan Co., Ltd.

Domino's 27 Years of Challenge: Evolving Pizza Strategy

CEO of Domino's Pizza Japan Co., Ltd.　Martin Steenks

■ Profile
Originally from the Netherlands, he joined Domino's Pizza Netherlands as a driver while he was a student, and shortly after joining the company he was awarded the Rookie Manager of the Year award as a store manager. He then worked his way up to manager and area manager, before becoming a franchise owner in 2011 and expanding the number of stores to eight. In September 2021, he was appointed CEO of Domino's Pizza Taiwan, and in July 2022, he was appointed CEO of Domino's Pizza Japan, a position he holds to this day.

Domino's Pizza is a pioneer in pizza delivery, boasting the largest number of stores in Japan and becoming a familiar presence to the Japanese people. Martin, who started as a driver for Domino's Pizza at the age of 16 and is now the representative of Domino's Pizza Japan, spoke to us about what he has done to grow so far, his thoughts on his crew, and his outlook for the future.

■I first encountered Domino's Pizza when I was 16 years old

From a young age, I loved thinking about what I could do, and I was the kind of child who would immediately ask my teachers if I had any questions. My first encounter with Domino's Pizza came when, while my parents were telling me to do something by the time I was 16, I heard from a friend that a Domino's Pizza had opened nearby and applied for a part-time job. I started out as a driver, delivering pizzas. At the time, online ordering didn't exist yet, and most orders were made over the phone or in-store. As a result, I had more opportunities to meet customers face-to-face than I do now, and I was impressed by how conscious I was of conversation with them and their hospitality. From that experience, I believe that drivers are very important as they are the face of the company, so I still put a lot of effort into training my crew members.

■ Who you work with is important

When I turned 18, I started thinking about my future career. At the time, many of my friends were becoming taxi drivers, and I admired the idea of ​​peeking out the window, so I thought I would do the same. However, I was approached by a Domino's Pizza franchise owner at the time, which led me to become involved in store management. From there, the number of stores increased to eight, and I went independent and managed around 20 stores as president. In 2019, I sold all of the stores and used my skills to work at the head office or headquarters. My abilities were recognized there, and I served as CEO of Domino's Pizza Taiwan, before becoming CEO of Japan in 2022. I think I've progressed quite quickly in my career.
One thing I've been conscious of in getting to this point is who I work with.
I've always liked working with people, but even more than that, I wanted to work with talented people. I'm only good at a limited number of areas. I think that by interacting with and working with many talented people in other fields, I've been able to actively grow as a person.
I've been working exclusively at Domino for the past 27 years. The secret to being able to continue this long is to "not think of it as work." I even tell my wife, "If I start thinking of it as work, I'll quit." By working with the feeling that I'm "doing what I love," I can find areas for improvement and naturally become more motivated, which makes work more enjoyable.

■ People who can act independently grow

Our profits are generated not by our headquarters, but by each of our stores. That's why we value our crew members so much. Our 625 full-time employees and 23,000 part-time employees (including franchise stores, as of January 2024) undergo in-person and online training to ensure they can provide a consistent level of service. As part of this initiative, we hold an internal contest every three months to compete for service levels. All crew members at the Domino's Pizza store that wins the No. 1 spot nationwide are given special paid leave, and on those days, an executive will work in the store in their place and operate the store as usual.
The people I find great to work for are those with the right mindset. I find people who can move forward on their own very attractive. I also find people who can not only come up with ideas but also put them into action very attractive. In fact, the product "Cheese Volcano" was initially thought to be impossible to realize, but after a year of hard work, it was successfully commercialized. I believe that people who don't just sit there, but roll up their sleeves and work, are the ones who can truly thrive.

■ Achieving "quick and delicious"

Domino's Pizza's greatest strength is its ability to deliver to customers faster than its competitors. This fast and safe delivery is possible because the company puts a lot of effort into system development and conducts daily research to provide the most efficient service to customers. When opening new stores, the company conducts advance analysis based on various indicators, such as the area's population density, population fluctuations, and age demographics.
Another strength is that they listen carefully to their customers' opinions. When Domino's first arrived in Japan 39 years ago, cheese consumption was still low and they struggled. However, by listening to their customers' opinions, they created unique Japanese flavors such as "Charcoal Grilled Chicken Terrier," and have now grown to become the chain with the most number of stores in the country.
We currently conduct regular consumer surveys to find out what our customers really think, and by looking at the results and making improvements, we are able to deeply research what our customers want and provide them with even better products.

■ Changes according to demand

With the desire to deliver pizza and exciting products to everyone in Japan, we have taken on various challenges to adapt to the changing times.
For example, our lifestyles have changed dramatically since COVID-19. Large orders for parties have decreased, but demand for single-serving meals has increased. That's why we developed a product called "Pizza BENTO," which we offer at an affordable price.
We would like to continue exploring various possibilities to suit people's lifestyles, including offering breakfast and 24-hour service in the future. Furthermore, the population will continue to decline, and the driver shortage will likely become even more serious. Overseas, delivery by robots is already being considered. We will continue to strive to deliver delicious pizza faster and safer in line with social changes in Japan.

■Message to university students

Students, there will be many times in the future when you will have to worry and make choices. At times like these, just believe in your heart. The important thing is to work on things that motivate you. I was able to work hard up to this point by believing in my heart. I urge you all to believe in what you love and do your best.

Interviewed by Student Newspaper Online on July 22, 2024 by Rikkyo University fourth-year student Narina Ogata　

Musashino University 4th year Nishiyama Ryusei / Tsuda University 2nd year Ishimatsu Karin / Sophia University 3rd year Yoshikawa Minami / Sophia University 3rd year Shirasaka Himari / International Christian University 2nd year Wakao Mai / Rikkyo University 4th year Ogata Narina / Hosei University 4th year Suzuki Yusuke