Analisis Risiko Dan Strategi Bersaing Perusahaan Pizza Hut Terhadap Domino’s Pizza

Abstract

Competition in the fast-food industry continues to intensify as consumer lifestyles increasingly demand practicality. This study aims to analyze the risks and competitive strategies of two leading pizza companies in Indonesia: Pizza Hut and Domino’s Pizza. Data were collected through consumer interviews and online research. The results show that Domino’s Pizza implements a low-cost strategy with a strong focus on price efficiency and service innovation, including online ordering and fast delivery services. Meanwhile, Pizza Hut adopts a best-cost strategy, positioning itself as a market leader with a strong brand image through dine-in experiences. The risk analysis indicates that Domino’s Pizza is more vulnerable to financial and market risks, whereas Pizza Hut faces operational and cost-related risks associated with service quality and production processes. Overall, the competitive strategies of both companies are considered effective; however, they must enhance product innovation and risk management to maintain their competitive advantage in an increasingly dynamic market environment