And while many other restaurants were hit hard by COVID-19, Domino’s thrived while others faltered during the pandemic. More recently, Domino’s has been testing autonomous vehicles and drones for delivery. Some examples: GPS hotspots that let you get your pizza delivered to you at parks, beaches and other non-addressed locations, and delivery by e-bike. Nearly 70% of Domino’s sales are made through digital channels in the U.S.ĭelivery innovation has put Domino’s ahead of the competition. Nearly 70% of Domino’s sales are made through digital channels in the U.S. With “zero-click ordering,” fans with a “pizza profile” open the app, which automatically orders their preferred pizza after a 10-second clock runs down. Today, customers can order through Domino’s mobile app, a smart watch, Twitter, Slack, smart TV, Ford Sync, Amazon Alexa, Facebook Messenger, and more. Since it launched its first website in 1996, Domino’s has set a high-water mark for using technology to do just that. We’ve heard for years that the way to win with consumers is not with great products (although that is always important) but with great experiences that make buying easy, innovative, even fun. The question is how do we change more rapidly to make sure we continue to be at the cutting edge of technology and digitization, but also are continuing to be really customer centric in our approach.” Ordering and delivery made easy “We’re in a category that is rapidly evolving, and we have a new set of competitors that we refer to as the aggregators, like Uber Eats, Grubhub, and DoorDash, so you have to evolve your business model. “I’ve been focused on trying to accelerate the pace of digital transformation and innovation,” D’Elia said. Get inspired by new ideas to create the best omni-channel experiences for your customers. D’Elia came to Domino’s after marketing, brand, and innovation stints at CPG giants PepsiCo and Danone.įind retail leaders’ strategy tips for technology and retail innovation. I caught up with Art D’Elia, Domino’s executive vice president and chief marketing officer, to ask him how he thinks about technology, retail innovation, and digital transformation. But the real story of innovation at Domino’s has less to do with food and more to do with its relentless pursuit of technology to revolutionize ordering and delivery. In the years since, it steadily rolled out new food products that pushed it to the top of the global pizza food chain. In 1989, nearly thirty years after its founding, Domino’s Pizza introduced the first new product in its history, the pan pizza.
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