How Domino's became a technology company that sells pizza

Background

Pizza delivery used to run on phone calls: busy lines, wrong orders and no idea when your food would arrive. Domino's decided that ordering should be as easy as possible, on any device, and invested heavily in its own technology instead of relying on others.

The challenge

Phone ordering limited how many orders a store could take, caused mistakes, and gave customers no visibility. Marketplaces and competitors were also fighting for the same customers online.

What they built

• Built their own website and mobile apps for fast ordering and saved favourites
• Added a live order tracker so customers can follow their pizza from oven to door
• Made it possible to order from many places: apps, smart devices and messaging
• Connected every order directly to store systems to reduce errors
• Used a loyalty program to bring customers back to their own apps

The results

Digital orders went from roughly 30% of sales in 2011 to more than 85% of U.S. retail sales in 2024. Owning the ordering experience means Domino's keeps the customer relationship and the data, instead of handing it to a third party.