How Domino’s Reinvented Itself as an Internet Company


Changes are on the horizon in the food and beverage industry as companies step into the tech arena to reach out to omnichannel customers. One such company, Domino’s, has transformed how it connects with its customers using technology in a variety of creative ways.

Pizza with a Byte

Before Patrick Doyle became CEO in 2010, Domino’s was not doing well. The pizza was not a hit with customers and the only thing they were seemingly doing right was their promise of delivery within 20 minutes or less. Doyle turned the company around  by revamping the formula for their pizza and then by optimizing their customer engagement and delivery strategy, using technology. Head-quartered in Michigan, the corporate office employs 800 people, with half of them working in the software and analytics department alone.

Now emojis can order a pizza

With their focus now reinvigorated, Domino’ moved forward with a marketing strategy that basically addressed just how bad their pizza tasted. Bold, but it worked. The second part was taking their successful delivery model and updating it to reach new customers. Domino’s created a ‘Domino’s App’, opened a Twitter account, and made it possible for consumers to order a pizza by texting them an emoji. Today, Domino’s is the second-largest pizza chain in the world, with over 12,500 locations in more than 80 countries, and shares approaching $167.

A “cheese lover’s Batmobile”

Domino’s did not lose sight of what kept them afloat through their down years. Known best for their delivery model, this core part of the business was also reinvented along with the new pizza recipe and mobile technology. Doyle took another courageous step when he crowd-sourced auto designers to create a Domino’s delivery car, the DXP. The car selected is a modified Chevrolet Spark that is hard to miss – colorful with the DXP logo prominently displayed. Some onlookers call it the “cheese lover’s Batmobile” as the car was obviously modified with customer satisfaction in mind – it contains just one seat for the driver and a warming oven with room for 80 pizzas. As Doyle points out, “We are as much a tech company as we are a pizza company,” The Food and Beverage industry has surely taken notice of this complete turnaround and success story. It’s probably safe to say that many brands can learn from these tactics and apply them to their businesses as well.

Jill England

Jill England

Jill likes to share usable information with readers spanning industries such as food, travel, beauty, sports, pets, holistic health, and all things green. She's a curious and avid consumer of information of all kinds to enable continuous learning and sharing.
Jill England