Domino’s revamped its pizza recipe in 2009. “They have a vision that they settled on when they said their pizza wasn’t that great, and they revamped everything about the product,” said Ben Gaddis, president of digital agency T3, which builds customer service tech platforms for retailers and financial services companies, including Capital One and Pizza Hut. Customers now have 15 different ways they can order pizza. Today, 60 percent of its orders happen online the company doesn’t break out mobile sales. By 2016, Domino’s had reached what it calls “zero-click ordering,” letting customers order through Domino’s platform or platform of their choice, including voice assistants, Facebook Messenger, Slack, text and Twitter. By 2012, its online ordering app was available on 80 percent of smartphones a figure that’s up to 95 percent today, according to restaurant consultancy Aaron Allen & Associates. It invested in data-driven personalization, a move that began with bringing point-of-sales systems in-house and developing customers’ “Pizza Profiles,” which put customer preferences and payment information behind the mobile app. For Domino’s, it has been an ongoing effort to design products that make the ordering process easier. It has since revamped that experience to focus on mobile ordering. It realized that customers had to take 25 steps to order online, which led to a drop off in interest. Six years ago, the company revamped its online order strategy as part of a larger digital transformation. Dennis Maloney, the company’s chief digital officer, noted in a recent blog post: “That’s meant getting rid of the silo mentality and establishing cross-functional groups so online, offline, research, and IT are all working closely together.”
The company has employed an agile, collaborative approach to innovation. According to a rep, Domino’s technology team is the largest department at the company’s headquarters, making up half of its total staff.īy focusing on building out the core technology on its own (the company works with partners on some initiatives), Domino’s can own the customer experience, optimize customer data and iterate quickly. These features stem from technology Domino’s builds in-house, which lets it make the best use of first-party customer data. Other features like customer profiles, payment systems and platform integrations have been added over the past several years to make it easier for customers to order. However, individual needs vary.It’s the latest iteration of an approach to pizza ordering and delivery that’s the most convenient for the customer. All Rights Reserved.Ĭanada: Adults and youth (ages 13 and older) need an average of 2,000 calories a day, and children (ages 4 to 12) need an average of 1,500 calories a day. If you are using a screen reader and are having problems using this website, please call (877) 547-7272 for assistance. Text CANCEL to cancel.Ĭustomer Care Team Contact Us. Customer responsible for all applicable taxes. Minimum purchase may be required for delivery. Delivery fee may apply and may not be subject to discount. Limit seven toppings to ensure bake quality.
Certain toppings may be excluded from special offer pizzas or require additional charge. Some offers may be available online only. Some offers require the purchase of multiple pizzas. All beverage related trademarks are registered Trademarks of PepsiCo, Inc. DORITOS® and COOL RANCH® are registered trademarks owned by Frito-Lay North America, Inc. OREO is a trademark of Mondelēz International group, used under license. Not valid with any other coupons or discounts. Offers good for a limited time at participating U.S.
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