What percentage of your sales are digital now? We used to be a pizza company that sells online, and now we’re becoming an e-commerce company that sells pizza. So we changed the product and the way we sold the product. At the same time, we went on a big push toward digital. We basically redid everything, including the crust and the sauce. In 2010, we launched our entirely new pizza. When did Domino’s start making its tech push? The Best Buy Blog sat down with Domino’s Chief Digital Officer Dennis Maloney to learn more about how the pizza chain has evolved into a tech company in recent years. It now offers 13 digital platforms for ordering a pizza, including smartwatch apps, Facebook Messenger, Google Home and a zero-click app. The increasingly simple art of ordering a pizza is yet another example of how tech is changing the way we live and communicate - and Domino’s has been on the leading edge of the trend. You need only open an app or tweet a pizza emoji, then wait for your food to arrive. Then the industry transformed with the advent of online ordering. We remain focussed on accelerating the sustainable growth of our system together, to deliver a better future through food people love.It wasn’t long ago that you had to actually pick up the phone to order a pizza. “This year has started well, and we now have the right strategy and a strong senior team in place to continue to drive the business forward. Our franchisees are world class operators and the whole team is already embracing a new era of collaboration, with the system working together more closely than ever before. Secondly, the resolution with our franchisees which has unlocked further potential within the system. “First, the launch of our new strategy, which is already delivering outstanding results and a better experience for our customers. “There were two major milestones in the year,” he says. It will also invest in marketing for new national campaigns, while offering an improved food rebate mechanism for franchisees in order to encourage order growth, while new store openings are also rewarded.ĭomino’s chief executive Dominic Paul says the year was a transformational one for the business. In December it reached an agreement with its franchisees that will include a £20m investment in digital acceleration, from personalisation to developing ecommerce apps and innovating in store to drive growth. Pre-tax profits reached £113.9m at the top line, with one-off costs of £4.2m taking that to a bottom line £109.7m. That’s 11.2% up on the same time last year, while group revenue of £560.8m is 11% ahead of last time.
The pizza delivery company has now moved out of its former European markets to focus instead on its domestic UK and Ireland business, and has opened a new joint venture in Northern Ireland.ĭomino’s Pizza Group today reported sales through its system of £1.5bn in the year to December 26 2021. “Our aspiration,” says Domino’s Pizza Group, “is to grow our collection business faster than delivery and double our market share in the UK collection market in the medium term.” Domino’s growing in car collection service will be expanded to about 500 shops by the end of this year. In the UK alone, online sales grew by 13% to account for 91.9% of system sales, and 96.4% of delivery sales. Orders grew by 5.5% on last year, as the retailer opened 31 new shops and aims to open at least 45 in the current year – on top of its year end total of 1,227. In its latest financial year, pizzas were delivered, it says, in an average of 25 minutes, while collections now stand at 87% of 2019 levels – having fallen during pandemic lockdowns. Domino’s Pizza Group says it’s now a “truly digital-first business”, with 91.2% of its sales taking place online, and 42% of system sales via its new mobile app.
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