Transforming Domino’s Pizza into an eCommerce Powerhouse

Domino’s Pizza isn’t just a food brand - it’s a global leader in digital commerce. When we became the company’s exclusive mobile partner, only 25% of sales came from digital platforms. After a 14-year partnership that figure was 94.3%, cementing Domino’s as the benchmark for digital-first quick-service restaurants.

Our role was clear: build a seamless, high-performance digital ecosystem that maximises efficiency, drives sales, and ensures an unbeatable customer experience. The results? 1162% digital revenue growth / 12x Growth in digital revenue, 44M+ users, and a 69.3% increase in online orders, more than double the market trend.

Delivering an Optimised, High-Performance Digital Strategy

To differentiate Domino’s from competitors and solidify its leadership in digital commerce, we focused on:

• Frictionless Ordering & Delivery – Creating a seamless user experience that makes ordering as intuitive and convenient as possible.
• Real-Time Order Tracking – Developing the industry-leading Pizza Tracker, which has since become a standard feature across food delivery services.
• Operational Optimisation – Enhancing logistics, staff management, and delivery processes to drive efficiency and grow the bottom-line.

By aligning customer needs with business priorities, we created a system that not only enhances user experience but also delivers multi-million-pound efficiencies across operations.

Innovation That Drives Tangible Business Impact

Domino’s needed more than just an app - it required a future-ready digital strategy. Over the years, we have continuously innovated to drive engagement and sales, including:

• Omnichannel Ordering – Extending the experience beyond mobile with Apple Watch and Xbox One integrations, enabling ordering through voice commands and gestures.
• Real-Time GPS Tracking – Optimising delivery routes to reduce wait times and ensure pizzas arrive hot and fresh.
• Flyby - an innovative way to deal with socially distanced pizza collection during Covid. Customers select ‘Flyby’ in the app, pull up outside and the pizza is delivered to their car.
• Automated Efficiencies – Reducing operational bottlenecks, with our digital solutions now responsible for 46% of total sales.

By focusing on incremental innovations that compound over time, we have helped Domino’s unlock exponential growth - £100,000 in revenue every six minutes, where it once took 24 hours.

Enhancing Operations with the Domino's Driver App

Beyond customer-facing platforms, we delivered solutions that transformed Domino's operations with the Domino’s driver app. A multi-part GPS solution, the app improves efficiency, productivity, customer satisfaction, and business-wide operating costs.

• In-store management dashboard (1,100+ stores) enables Domino’s to manage driver status, location, and availability.
• Custom navigation app (27,000+ drivers) gave customers real-time order information.
• Outcomes: improved margins, reduced the time-to delivery, saved on insurance costs, provide higher levels of customer satisfaction, and better manage staff productivity

These operational improvements resulted in significant financial savings - estimated at £6.5m per year.

Driving Market Leadership in Digital-First Quick-Service Restaurants

Domino’s transformation has set a new industry standard, proving that digital innovation is the key to long-term growth in the quick-service restaurant sector.

• 4.8-star app rating, reflecting world-class user experience.
• 44M+ total users, reinforcing customer trust and loyalty.
• Online orders increased from 25% - 94%, driving record-breaking revenue.
• Domino’s shift to online happened 2.25x as fast as UK online sales.
• 1162% digital revenue growth / 12x Growth in digital revenue

This success is no accident - it’s the result of a strategic, technology-driven approach that balances customer convenience with business efficiency.

Domino’s Digital Ecosystem: Future-Ready

From pioneering mobile commerce to reshaping operational efficiency, we’ve done more than build an app - we’ve built the foundation for Domino’s continued dominance in digital-first food service.