Pizza Hut, the other biggest player in the field, developed its own pizza tracker a couple of years ago and is now partnering with Toyota to work on driverless delivery cars. It’s why what once may have seemed unimportant to the pizza business is fast becoming the norm. None of these developments can make pizza taste better, but they all have the potential to improve customer experience. They partnered with Ford to promote research in self-driving cars, which may be on the way before too long. In recent years, they’ve experimented with robot and drone technologies. They built a chatbot, Dom, to make ordering simple and conversational. Through this lens, Doyle and his team thought to develop more efficient means of ordering and delivering their food. What those customers were saying was simple: we eat Domino’s because it’s quick and easy. Domino’s was learning about their customers by gathering data. An oven-car? Ordering pizza on Slack? These didn’t sound like essential things on which a pizza company should focus. It might have seemed, around 2015-16, like Domino’s was simply throwing new technology ideas at the wall for attention. If the experiments didn’t always go according to plan, maybe they would eventually. It also provided a signal of intent: that they were attempting to integrate innovative technology into their core business model. The DXP, in particular, earned Domino’s plenty of media attention. Still, these stunts weren’t complete failures. And very few franchises had $25,000 to blow on a weird little car (only around 150 DXPs ended up making it onto the streets). The Ford app offered very little to very few customers. The live stream didn’t engage the customers (it must have been quite boring, especially without any audio). The year after that, they launched the DXP - a $25,000 custom car built with its own pizza oven to keep deliveries warm en route.Īll these innovations didn’t really amount to much. The following year, they created an app allowing customers to order pizza from Ford cars. In 2013, the company live-streamed from the kitchen of one of their Salt Lake City locations. *ok fine it’s a screw but just go with it /FAEtK12UUO- Domino's Pizza JInnovative Ways to Order & Deliver Pizza Essentially, if there was a way for you to send a message online, you could get a pizza from Domino’s. Customers could order via Slack, Facebook, Twitter, or simply by texting a pizza emoji to an automated phone number. Customers could now place orders on Amazon’s Alexa, Apple Watch, even Smart TVs. In 2016, the company announced AnyWare: an initiative allowing deliveries to be placed from anywhere, on any device. In 2015, Domino’s used its consumer data in designing a loyalty program that now sports over fifteen million members. That data can be pretty helpful in building profiles of customers, and figuring out what their preferences are. The system keeps costs down for franchisees and feeds consumer data back to HQ. Supporting its website and app, Domino’s built its own, streamlined operating system to handle orders. This online success didn’t just happen out of thin air. That’s good for business: not only does it make the process of placing orders easier, but people are more likely to purchase more items when choosing from menus they have right in front of them. These days, around two-thirds of all Domino’s orders are made online. That was the beginning of something great. This technology saved time and money AND appealed to a customer’s need to know everything. Domino’s answered this problem a decade ago by introducing the Pizza Tracker, allowing hungry customers to follow their deliveries from door to door without calling the store. We’ve all sat at home wondering when in the world the pizza would be delivered. While there are very few ways to make pizza as cheaply as Domino’s does, there are many ways to improve the customers’ experience. When Domino’s recognized that they were as much a transportation company as a food company, everything changed. You get it because it’s cheap, convenient, and satisfies your need for garlic and grease. You don’t get Domino’s because it’s the highest-quality food you have available to you. But as much as anything else, what allowed Domino’s to change was a realization that pizza was only half of what they offered. Examples of Domino’s Technology and InnovationĬEO Patrick Doyle’s “pizza turnaround” initiative involved lowering prices, adding new menu options, and rehauling the company’s fifty-year-old pizza recipe.
0 kommentar(er)
