![]() ![]() You can easily see how, in another couple of years, you’ll get in the car and think, ‘Maybe we’ll get pizza.’ And the car will say, ‘I can get you pizza. In a lot of ways, we’re circling right back to that because of the voice assistants. Can we still just pick up the phone?įor 50 years, that’s how everybody placed an order. Each innovation changes the overall experience, and we start pulling those learnings back. Then there’s a whole other section that’s like, ‘Wow, that’s awesome, but I’m still going to order with my app because that’s what I’m familiar with.’ But they’re moving. They’re the early adopters who are willing to try new stuff, even if it’s a little cutting edge. Is it more about meeting your existing customers where they already are or is it about finding new customers? Pretty much everyone now has gotten used to ordering digitally. Millennials are the ones using some of the newer innovations, like the ability to order on Facebook Messenger, and the older generation orders on their laptops and desktops. My boss likes saying that our target market is anyone with a stomach because almost everyone likes pizza. Are young people the only ones using this tech? That helps them get employees and makes them feel better about working at the brand. It also helps with our franchisees because they see Domino’s in the news and hear their customers talking about us as a brand that’s young and hip and cool. They want to do something interesting and that makes a difference. It makes a big difference when you can show that you’re doing these really cool, innovative things, because those are the types of things people want to work on. These should be things that move the brand forward in a big way long-term. It’s about pushing the boundaries to create fun experiences that reinforce who we are as a brand. Pizza’s fun, so these things should be, too. And we have a zero-click app that allows you to order without basically doing anything at all. ![]() We were one of the first to do Twitter ordering. We were one of the first companies to have a voice interface in our apps. What are some of the digital platforms you’re using? I think they give us a lot of credit for that, and it helps them identify more with the brand. So, if you’re someone who really likes to tweet, you can now order a Domino’s pizza using Twitter - and you can do it using a pizza emoji. It demonstrates to our consumers, especially millennials, that we’re willing to do whatever it takes to deliver a really good pizza experience. How have consumers responded to your digital innovation? We’re really focused on creating great experiences and using tech to deliver them. More than half of our sales come through our digital platforms, and more than half of those are mobile. What percentage of your sales are digital now? We used to be a pizza company that sells online, and now we’re becoming an e-commerce company that sells pizza. So we changed the product and the way we sold the product. At the same time, we went on a big push toward digital. We basically redid everything, including the crust and the sauce. In 2010, we launched our entirely new pizza. When did Domino’s start making its tech push? The Best Buy Blog sat down with Domino’s Chief Digital Officer Dennis Maloney to learn more about how the pizza chain has evolved into a tech company in recent years. It now offers 13 digital platforms for ordering a pizza, including smartwatch apps, Facebook Messenger, Google Home and a zero-click app. The increasingly simple art of ordering a pizza is yet another example of how tech is changing the way we live and communicate - and Domino’s has been on the leading edge of the trend. You need only open an app or tweet a pizza emoji, then wait for your food to arrive. Then the industry transformed with the advent of online ordering. It wasn’t long ago that you had to actually pick up the phone to order a pizza. ![]()
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