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Expansion 2019-03-29

Here are 7 Key Innovations Domino's Experimented in Top Markets

The pizza chain is continuing its global growth momentum with the recent opening of its first restaurant in Bangladesh. Within its first week of operations, Domino’s Pizza witnessed a record number of orders.

By Deputy Features Editor
Here are 7 Key Innovations Domino's Experimented in Top Markets

World’s largest pizza chain Domino’s has been continuously innovating itself. Sometimes the company is playing with the menu by customizing it according to the local market and meanwhile expanding its technological reach. The pizza chain has been pushing into all kinds of new technologies, including ordering from smartwatches, TVs, Alexa and Google Home. It has also ventured into new markets by opening delivery at non-traditional locations like zoos, beaches and parks. Here are top movements Domino’s is doing at top Markets.

Creating a Record in Bangladesh

The pizza chain is continuing its global growth momentum with the recent opening of its first restaurant in Bangladesh. Within its first week of operations, Domino’s Pizza witnessed a record number of orders, which is the highest for the brand across its network in 85 countries.

Domino’s Pizza has entered Bangladesh through a joint venture between the master franchisee Jubilant FoodWorks Limited (JFL), one of India’s largest food service company, and the local operator Golden Harvest QSR Limited, a part of Golden Harvest Group. The first restaurant has been opened in Dhanmondi area of Dhaka, and features the new pizza theater design, refreshing and inviting interior, stylish seating as well as a front row seat to watch all the action of pizza-making. Additional locations are planned for later this year.

 “The Jubilant management team, together with their local operator Golden Harvest, bring extensive operational experience, and we’re fortunate to have them bring this experience to Bangladesh,” said Mr. Joe Jordan, executive vice president of Domino’s International. “Domino’s is building beautiful pizza theaters across the world, and we’re happy to bring these stores to Dhaka.” he added.

A Tech-Approach to Build Customer Base With Give Away

Domino’s is planning to expand its pizza category with new giveaway policy. The pizza chain is planning to grow its customer base with new ‘Point of Pies’, reported CNBC.  “Domino’s new promotional program, Points for Pies, is meant to grow the overall pizza space as well as Domino's customer base,” said Ritch Allison, CEO, Domino’s.

The campaign, enabled by Domino's technology, gives consumers 10 rewards points for each photo of a pizza clicked they send to Domino's, even if it isn't a Domino's pizza. People can submit once a week, and once they hit 60 points, Domino's will give them a free pizza. "We don't know the exact number of how many customers will come on board with us, but as the leader in the pizza category, we see this as a great opportunity not only to grow the overall pizza category, but also to invite new customers in to download our app and to try our product," shared Allis.

You can Enjoy Pizza at Beaches

The pizza chain in its biggest move is delivering pizzas to the great outdoors at U.S. beaches, parks and landmarks. Domino's will deliver to 150,000 outdoor locations including under the Gateway Arch in St. Louis; by the Las Vegas welcome sign; or next to a statue of soul singer James Brown in Augusta, Georgia. The locations show up on the company's app or website as "Domino's Hotspots." Delivery is a key part of the company's business, and it has been aggressive in making it easy to order through tweets, text messages and Amazon's voice-activated Echo. But competition has grown from other fast-food chains that are offering more delivery options. McDonald's has a deal with online service UberEats, and the parent company of KFC and Taco Bell recently teamed up with Grubhub to expand delivery.

Ever Wondered! To get Pizza via Snapchat Augmented Reality

Domino’s last year ran a mobile campaign that let Snapchat users in the US order food directly inside the image-messaging app. This gave Domino’s customers the opportunity to request a pizza after interacting with a branded lens. The AR lens worked with both the front and back cameras of a smartphone. Those who took a selfie saw their faces decorated with a virtual pair of mirrored aviator sunglasses that had a reflection of a pizza in the lenses. Flipping the camera around showed a virtual Domino’s pizza box that opened to show a pepperoni pizza inside. From there, people could tap an on-screen button to request a delivery without ever leaving the app.

Turning Job Opening into Video Game Character

Domino’s in Malaysia published a 47-second video on its Facebook page on March 1 advertising six roles in the company, including cook, deliveryman, and store manager. Instead of doing a traditional job advertisement, the pizza chain delighted netizens by featuring each role as a playable character in a video game.

A Hunt for a New Chairman has Begun

Domino’s Pizza is looking out for change at the top as it considers a future without its chief executive and chairman amid an escalating row with franchisees. The pizza chain is considering a succession planning for the current chairman Stephen Hemsley and Chief Executive David Wild.

In addition, it is also in search for a replacement for non-executive director Helen Keays. The revelations were made in the company’s annual report, which was published last week. “As you would expect the board has held internal discussions about succession planning for the chairman and CEO. We are not going to speculate on the outcome of any board changes, and will update the market as and when there are any developments,” shared a Domino’s statement.

In-Car Ordering Via Connected Cars

Drivers craving pizza while on the road will soon be able to order Domino’s right from the touch screens in their cars, shared a report. Millions of connected cars with compatible touch screens will have the Domino’s AnyWare ordering platform loaded on them. Domino’s partnered with Xevo for the service, which will be available in some GM and Hyundai models. The touch screen platform can also find nearby stores and call in orders through the vehicle interface.  According to IHS Markit, by 2024 there will be some 75 million vehicles with display screens, and many of them will be compatible with food ordering platforms.

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