Stephen Hemsley, CEO of Domino’s Pizza, is quoted as saying: “The underlying business strategy is to deliver what you promise …

Our credibility would have been blown if we had gone out with extensive TV advertising and the experience that the customer enjoyed did not meet or exceed what we promised”.

Mr Hemsley also points out that effective communication is a vital ingredient to maximise success — it is the relationship, developed with franchisees, that supports the delivery of Domino’s promise to its customers.

After all, their promise is to deliver fresh baked pizza within 30 minutes of it being ordered. Quite a challenge, but they consistently deliver on their promise and this has in no small way supported their profitable and rapid expansion.

So: only promise what you can consistently deliver: then keep improving, and promise a bit more!

It’s called : ‘Going the extra inch’!