![]() ![]() The company believes the international pizza delivery market is underdeveloped and lacks strong competition.ĭomino's now has 7,330 stores outside of the U.S. Though over the past decade quick-service pizza has been a slow-growing market in the U.S., Domino's sees opportunities internationally. With the momentum from the menu reboot in 20, Domino's began rapidly adding new stores, opening nearly 3,000 new locations in the past four years, the vast majority of which were overseas. PULSE is now in use in almost all domestic stores and 60% of international locations. Domino's also has a new point-of-sale system, called PULSE, that has added operational efficiencies. The company also created the Domino's Tracker, which allows customers to follow their pizza from the oven to their doorstep.Ī new rewards program started last year complements the company's digital platform. The company launched online ordering in 2008, and took operations in-house in 2010, introducing mobile apps and later a voice-ordering application. Today, 50% of sales come through online platforms like the Domino's app and website. The results have been impressive, with steadily improving same-store sales and a resounding gain in the stock price.Īs technology has proliferated further into daily life, Domino's Pizza has used innovations such as digital ordering to make the user experience easier and more convenient. Under the auspices of activist investors, Darden Restaurants enhanced many of the company's recipes by doing things as simple as adding salt to the pasta. He encouraged disappointed customers to give Domino's another chance, lending credibility to the company's new recipe.ĭomino's isn't the only restaurant chain to revitalize sales by reformulating its product. The company reformulated its pizza recipe and has changed most of its menu since then, introducing new items such as Handmade Pan Pizza and Specialty Chicken.Ĭustomers noticed the improvement in the pizza quality, and in a memorable ad campaign, Domino's CEO Patrick Doyle admitted that customer criticisms, including that the old pizza tasted like cardboard, were valid. Here are the keys to Domino's surprising comeback.ĭomino's is ubiquitous today, with 12,500 locations in 80 countries, but with falling profits, the company and the menu often maligned, it decided to relaunch the brand in late 2009. That turnaround didn't happen by accident. ![]()
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