Do you want market share with that?

Sam Rees By Sam Rees November 1, 2017 2 mins

I don’t know about you, but I don’t like the pizza at Domino’s Pizza.

But I can’t help be impressed by the brand. And the digital transformation that has taken place.

Despite my lack of interest in fast food, my teenagers see Domino’s Pizza as a preferred food group.  Subliminally, I have been witnessing Domino’s success.

From their ordering system, their pizza tracker to their personalisation of the customer upon pickup or delivery.  It’s been an impressive recovery.

10 years ago, they were in trouble. They knew their product wasn’t great. But with an open and public admission of this, the company reconsidered their menu and ingredients.  And how they got the pizza to the customer. With a new strategy of ‘Transparency and the user journey being a priority, digital tools were built and Domino’s online ordering system became the heart of their transformation. And this is what gave them permission for the brand platform of Transparency.

But they didn’t make a new ad to tell us they were now transparent.  The marketing team recognised that if transparency was their strategy, then the digital products were going to be their solution.

And it was this digital focus that seemed to transcended marketing communications. Ordering pizza is Domino’s entire business.

The biggest single department at Domino’s headquarters is now IT and it’s not uncommon to hear the brand referred to as a technology company, that just happens to sell pizzas.

In an article published by Fast Company, Domino’s marketing partner CP+B’s chief digital officer Ivan Perez–Armandariz said the brand’s digital success is also rooted in not limiting its goals to the pizza industry. “Consumers don’t change their expectations from category to category,” says Perez–Armandariz. “We all have smartphones and access to the Internet, so the brands that are leading the transformation are the ones being rewarded with growth because they’re keeping up with consumer behaviour.”

Perez–Armandariz says there were three aspects to Domino’s digital shift. Understanding the business case, creating the roadmap, then tracking the data to see where incremental opportunities were coming from. “For Domino’s it was identifying that online orders are more profitable that created the business case for growing online orders. The roadmap had three parts: First, raising awareness and usage of online ordering. Second was improving the user experience. An example of that would be something simple like adding profiles, which can take ordering from 15 clicks to five. Third, continue to evaluate the data. That’s how you really transform your brand’s approach to digital.”

Like I said, I am not a fan of their pizza.  But it’s hard not to be impressed by the systems and stories used to transform this brand.

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