While simplifying the pizza ordering process for customers, new experiential features such as ‘Pizza Chef’ led to deeper customer engagement, increased basket size and loyalty. For Domino’s customers this was the biggest change since the first platform launch in 2006. Targeting pizza lovers to use as their preferred destination for buying pizza, the site was launched only six months after the project’s inception in July 2013. This allowed them to deliver the gains needed today while preparing them for continuous disruption in the mobile and social ecosystem. To keep up with these impressive numbers they partnered with Thoughtworks to create a new cross-channel api-driven ordering platform. With an aggressive goal to meet 80% online sales in 3 years, and additional plans to roll out the AustralianĮ-infrastructure to Domino’s Europe and Asia, Domino’s required a new technology platform. Over the years Domino’s developed six e-commerce channels including desktop (flash), Mobile web, iOS, Android, Accessible and Facebook commerce, which were expensive to maintain and made it hard to keep up with business demands.
From 6 siloed ordering sites, to 1 powerful ordering platform With impressive year-on-year financial growth, the 2015 financial results revealed that the tech driven initiatives from emoji-based ordering to GPS order tracking helped Domino’s post a record interim profit of $43.3 million, up 50% on the previous year. Thoughtworks' depth of experience supported improved prioritisation, idea validation, and executional speed across core initiatives.
They partnered with Thoughtworks to engineer their business as a digital enterprise, which means having the ability to rapidly respond and adapt to changes, experiment with ideas, and scale innovations across their franchisees and markets.Įmbracing new ways of working, Domino's was able to use Agile and Lean principles to bring marketing and IT together.
They have gone beyond their customers immediate understanding of what is possible to expect from a pizza experience and are using an understanding of their customers lives, empowered teams, and technology to create the future of quick service restaurants.īy becoming the first to successfully shift the majority of customers from traditional phone ordering onto online channels, they were able to initially supercharge their business - simplifying operations and freeing up cash to invest in new innovation.įor Domino's though, simply digitising their existing business model was not enough. Domino’s was hungry to accelerate its ability to continuously disrupt their competition.
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Their digital innovations are extensive - from engaging customers with personal and relevant messages across a variety of digital channels, through to using technology such as their GPS driver tracker to provide incredible levels of convenience while lowering operating costs. Over the past 5 years they have created and sustained incredible growth. Domino’s Pizza is one of the most digital-savvy companies that exist today.
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