Domino’s had always been known as a service-oriented company. Their obsession with speed created a perception that they mindlessly cranked out pizzas, as if Domino’s employees were robots. While people trusted Domino’s for quick delivery, not many trusted the quality of their food. This culture of speed removed an important component from the experience— the human touch. It was finally time for Domino’s to face this harsh truth.
For as long as pizza delivery has existed, the time between hanging up the phone or clicking the order button and hearing a knock at the door had been cloaked in mystery. Are they making my pizza? Is it on its way? Will it be here soon? Do I need to put my pants on now? In 2008, we helped Domino's change that forever with the introduction of Pizza Tracker, an online utility that allows customers to follow the progress of their order in real time. Not only did it make ordering pizza online from Domino's a better experience than from our competitors, but it also gave people who were still calling the store a reason to order online.
Five straight years of positive same-store sales growth, making it among the fastest growing major QSRs along with Starbucks. By the end of 2014, Domino's achieved 50% of sales through digital platforms. Since the launch of the campaign, the DPZ stock price has increased 1200%.