Domino's Pizza Inc.
) is on track to make its already established online ordering
platform quicker and more customer friendly. The enhanced system
will enable customers to save information and place their orders
in as little as five clicks or about 30 seconds. In fact,
customers can save their favorite order, payment information and
address and then click on the 'Your Easy Order' and 'Your Recent
Orders' sections in the future to reorder in quick time.
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The enhanced online ordering platform could not have come at a
better time as the fall season is just round the corner. To
capitalize on the seasonal opportunity, Domino's is set to give
away $10 gift cards, 100 per day, to those who create a pizza
profile and order through it before Dec, 01.
This leading pizza delivery company has been investing heavily in
technology-driven initiatives like digital ordering to boost its
sales over the last three years. Digital ordering is consistently
increasing at the rate of about 5% a year and management expects
to achieve more than 50% of total sales from it over the long
Domino's has been regularly launching new apps to boost its
digital ordering platform. In June, it released a new app for
Windows Phone 8 with certain exclusive features. With the
addition of this new app, Domino's was able to cover over 95% of
smartphones sold in the U.S.
In 2012, it came out with a new mobile application for Android
smartphones and Amazon's Kindle Fire. Domino's also expanded its
mobile ordering service by launching a new Spanish-language
ordering app for smartphones in the same year to tap the growing
Hispanic customer base in the U.S. In 2011, it launched a mobile
application for iPhone and iPod touch.
These efforts appear to be paying off as Domino's generated over
$2 billion in digital sales globally in 2012, thus becoming one
of the top technology-driven brands across the globe. As a matter
of fact, the company's mobile ordering system together with
traditional online ordering account for more than 30% of its
Digital ordering thus offers Domino's a competitive advantage,
especially against the smaller players in the market and
management remains steadfast in pursuing it.
Currently, Domino's Pizza holds a Zacks Rank #2 (Buy). Others
players in the industry, which are similarly placed include
The Wendy's Co.
CEC Entertainment Inc.
Burger King Worldwide Inc.
), all carrying a Zacks Rank #2.