He studied archaeology in Syktyvkar, a provincial town in the far north of Russia, a good 1000 kilometres north of Moscow. It was actually bankruptcy that led Ovchinnikov to set up the company – whose more than 400 outlets now generate an annual turnover of 220 million dollars. A new generation of Russian entrepreneurs? It’s intended to motivate the teams to implement new ideas more quickly. The company wants the competition (the international chains Papa John’s and Domino’s) to see all of this. Presentations of new projects and ideas are posted immediately on YouTube. Dodo Pizza also publishes the revenues of every single outlet online, in order to stimulate more competition. Customers can inspect levels of cleanliness at any time of day. Video cameras are installed in all Dodo kitchens, broadcasting over the Internet around the clock. There’s an almost disturbingly radical focus on transparency. The idea behind Dodo IS is to make the operation and management of a fast food pizzeria simple and intuitive, like a computer game. If it’s taking too long, a greedy Pacman monster appears on the screen and starts gobbling the pizza. If the pizza is ready in time a fanfare sounds though the kitchen. In Dodo pizza kitchens from Siberia to Tennessee, iPad screens light up with the correct recipe and instructions for the chef. The programme processes each order within seconds. IT is at the company’s core: all new outlets are connected to its operating system Dodo IS. Rammstein is the best-known German band in Russia, aside from Modern Talking “Maybe Rammstein,” says Dodo founder Fyodor Ovchinnikov.
It looks like German music will be playing over the tannoy in the Moscow office at least once before the end of 2019. According to owners Thomas and Michael Kochmann, they plan to open 25 more outlets within the next five years. The German chain Uno Pizza-which currently has 14 outlets in Saxony and Saxony-Anhalt- is joining the Dodo family as a franchise partner. The company is now set to enter the German market. In February, Dodo plans to open in Los Angeles, and Aliona’s already got California Dreaming in mind.ĭodo Pizza’s most important market is Russia, but its chain of outlets spans 11 other countries, from China and Kazakhstan to Estonia as well as a couple of gateways for expansion into western markets: one outlet in the British seaside resort of Brighton as well as three in the US, in the Memphis region. Sometimes it’s a song from Romania (six outlets) sometimes one from Belarus (ten outlets). If the new branch is located abroad, Aliona plays a song from that country ahead of the announcement. More than 100 have opened in the past 12 months alone.
The tannoy crackles pretty frequently: since 2012 the number of outlets has increased from eight to 442. When a crackle comes over the office tannoy, staff know that Aliona from reception is about to announce the opening of another Dodo Pizzeria. Working out of a brick building on the site of a former Soviet boiler factory, the Dodo Pizza team has 130 employees: among them are young marketing and finance experts and-somewhat unusual for a fast food chain-more than 70 programmers.įrom its base in Moscow, the company is expanding into new markets. What unites an ex-investment banker from Merrill Lynch, some top Russian programmers formerly employed by Intel and a marketing expert from Poland? They’ve joined forces in a start-up office on the outskirts of Moscow-and they’re making pizza. Source: Diese Russen wollen Deutschland erobern - mit Pizza Though this piece doesn’t necessarily represent our point of view, we share it as it is, without any alterations. This is a translation in English of an article about Dodo Pizza written by Benjamin Bidder and published in Germany on January 28th, 2019 by one of the country’s most established magazines: Der Spiegel.
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