How Dominos Pizza is Mastering Data, One Pizza at a Time
In an era where food delivery competition ranges from your local grocery store to data-driven companies like Amazon, you need to stake out a competitive differentiator. Domino’s Pizza, founded in 1960, recognizes this and that’s why they remain remains the largest pizza company in the world, with a significant business in both delivery and carryout pizza.
Relying on technology as a competitive differentiator helped Domino’s achieve more than 50 percent of all global retail sales in 2017 from digital channels, primarily online ordering and mobile applications. Here's how they did it.
Domino’s AnyWare is the company’s name for their digital platform that allows customers’ to order pizzas via smartwatches, TVs, car entertainment systems and social media platforms. All those pizzas orders add up to an information tsunami, which the company recognized as a potentially critical competitive advantage.
Dominos wanted to integrate information from every channel—85,000 structured and unstructured data sources in all—to get a single view of its customers and global operations. Adding yet more complexity was the fact that the company was using multiple tools for data capture, and external agencies for marketing campaigns, and was managing 17TB of data.
Enabling one-to-one buying experience across multiple touchpoints
With Talend, Domino’s has built an infrastructure that collects information from all the company’s point of sales systems and 26 supply chain centers, and through all its channels, including text messages, Twitter, Pebble, Android, and Amazon Echo. Data is fed into Domino’s Enterprise Management Framework, where it’s combined with enrichment data from a large number of third party sources, such as the United States Postal Service, as well as geocode information, demographic and competitive information.
With its modern data platform in place, Domino’s now has a trusted, single source of the truth that it can use to improve business performance from logistics to financial forecasting while enabling one-to-one buying experiences across multiple touchpoints.