How Domino’s Increased it’s Market Share vs. Competitors by over 35%
Focusing on implementing modern technological ordering services helped Domino’s reinvent itself
Domino’s Pizza is one of the biggest success stories for both the food and technology industries. The company completely reinvented itself within the past seven years. This drastic success is in part due to Patrick Doyle, who became the CEO of Domino’s Pizza in 2010 and brought a new perspective to the business. The company stock price increased by 1000% to date from the start of 2010.
Along with making their pizzas better quality, the company focused on integrating technological advances into their business. A large factor in the company’s success is its implementation of modern technology into their food ordering system.
Domino’s considers itself much more than just a pizza-making business. “We are as much a tech company as we are a pizza company,” explains Doyle.
Domino’s focus on innovation and technologically-focused projects seem to be paying off. The company is prioritizing projects that will enhance the virtual experience of their customers, only pursuing “relentless, meaningful innovation,” according to Doyle.
Domino’s completely revamped their technology to give their customers a better experience ordering food. The company focuses on enhancing their customer’s experience by allowing people to order food in the most natural and comfortable way.
“In essence, rather than drive people to our ordering platforms, we’re extending ordering naturally into our customers’ lifestyles and behaviors,” explains Crispin Porter & Bogusky and Domino’s in an Campaign article.
The company added many different ways for how customers can order food. Domino’s established their ‘AnyWare’ ordering platform initiative, which introduced technology for customers to order food off of any voice and messaging channel.
The innovational ways to order food from Domino’s now include, voice ordering through their Mobile App, Amazon Echo, Google Home, Siri etc. and texting on Facebook Messenger Bot, Twitter, SMS, etc. The company prides itself on being the forefront in innovative ways to order food. And all their efforts have proved it’s worthwhile.
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