It’s the technology, stupid: why Domino’s slice keeps getting bigger – transform

It’s the technology, stupid: why Domino’s slice keeps getting bigger

Ray Fowler, Director, Transform, for Campaign

Domino’s has once again performed strongly, with sales jumping 21% in the third quarter.

This is because, with all the ingredients at its disposal, it’s got the main one right – technology.

When Brits think pizza delivery, the overwhelming majority think Domino’s. The reason that the brand is so embedded in our public psyche is not because it is the world’s best pizza, it’s because it is effortless.

You know exactly what you are going to get every single time you order. In current times we all love a bit of comforting, mouth-watering reliability.

Not only does the service work every time, it also has developed convincing incentives for repeat custom.

Read the full Campaign article here