Domino’s continues to deliver pizza with a tech edge
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Domino’s continues to deliver pizza with a tech edge

Domino’s Pizza took its fast food delivery business digital a decade ago. And although it’s still a pizza delivery company, the increasing focus it’s placed on tech and innovation sometimes makes that hard to remember. Recent news exacerbates that contrast, as the company announces plans to release a host of new ordering platforms that outnumber its new types of pizza. Domino’s is choosing to focus on “the customer experience” and what they see as “the future of quick-serve restaurants”. And it’s hard to argue against that strategy when you look at how the company’s share price is performing so far this year.

Domino’s focus on tech continues to pay off with market outperformance

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SOURCE: Yahoo Finance

Today, Domino’s is at the forefront of a trend to take pizza into the Ecommerce landscape. Hungry customers can order their favourite dish with the simple press of a button, or use the latest tech like Amazon Echo and Apple Watch to call for food. Even platforms like Twitter and Facebook are fair game for the pizza-providing powerhouse.

But Domino’s isn’t retiring physical stores in exchange for this digital real estate. Rather, the company’s brick-and-mortar locations have expanded dramatically over the years. From its first three shops in Ann Arobor and Ypsilanti, Domino’s has grown into a 14,000-store global market leader.

This is no accident. Chief digital officer Dennis Maloney reiterates the importance of this omnichannel approach to the company: “we really wanted customers to be part of the experience, and want them to participate in the brand.” That means customers have to feel engaged with Domino’s in store, and on Twitter. So far, it’s working!

Disclosure

Dominion holds Domino’s Pizza in its Global Trends Managed Fund.


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The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.