Initially, Domino’s gained prominence through its brick-and-mortar pizza outlets, which were a novel concept at that time. Hence, it was able to attract a substantial customer base. Moreover, the company also committed to delivering pizzas in “30 minutes or less” which was made possible by its extensive network of outlets.
Furthermore, Domino’s carefully curated its menu to appeal to the traditional tastes of different countries while preserving an authentic Italian essence.
In addition, the company offered the convenience of both online ordering and dining in, granting customers the freedom to choose their preferred experience.
These approaches proved highly successful until competitors began outperforming Domino’s in these areas
What happened to Domino’s?
During the severe recession in 2008, Domino’s also started sinking. It began facing a lot of criticism for its subpar food quality and mediocre service.
Numerous complaints poured in, where customers expressed their dissatisfaction over Domino’s pizza crust comparing it to cardboard, and their tomato sauce to ketchup.
Furthermore, investors were are not very happy with the company’s performance.
Domino’s sought a competitive advantage.
Hence, its technical team started looking for ways to revamp their business and grow again.
What did it do to revamp?
In 2011, Domino’s then-CEO,Patrick Doyle presented a seemingly impossible challenge to his IT Team. The challenge was to make it incredibly simple and efficient for any customer with a smartphone to order a pizza in the 17 seconds it takes for a light to turn green.
It was then when Domino’s came up with an app called –
“Build and Order your own pizza”
Domino’s knew its strengths and weaknesses very well. It was aware that it could never offer enough menu options to compete with the other leading brands in the industry, but it can definitely compete on the service and delivery times.
Contd….
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