4. Colin Rees

Wowing the customer

Background• Domino’s Pizza is a worldwide home delivery pizza company

• Founded in the USA in 1960• Over 25 years’ experience in the UK & Ireland

• Domino’s Pizza UK & IRL plc continues to expand• FTSE250 company• Opening 60 new stores per year• 1,200 stores by 2021• Playing a role in rejuvenating suburbs, regional and neighbourhood centres

• The company’s core business strategy focuses on three key elements• Great pizza• Outstanding customer service• Innovative marketing

• Domino’s operates using a franchised system

Our approach to mobile

• Keep the costs low

• We learnt as we went along

• We used partners to help us

• We tried different things

• We didn’t wait for perfection

• No business case

What have we developed ?

How’s is it working for us ?

1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 520%

5%

10%

15%

20%

25%

Mobile as a % of online

2010 2011 2012

200942 201001 201013 201025 201037 201049 201108 201120 201132 201144 201205

Mobile sales over time

iPhoneWebTot

iPhoneAppTot

NativeWebTot

AndroidTot

iPadTot

WindowsPhoneTot

• Now represents 15% of online sales.

• Can be £1m / week

• Still growing fast, some switching from the web

• And across all platforms

• All platforms growing fast

• IPAD showing fastest growth

• Good indications from Windows mobile

Why is it working ?

35% NPS Online

21% NPS Delivery

16% NPS Collection

Sales

+43%

89% 40%Indicate they’d order again Would recommend Domino’s

Of Dominos Pizza’s promoters

Our experience is that if your delight your customers with your service they come back

and they spend more.

The easiest way is to Listen.

Back of house

The challenges

• Security• Scalability

• Manageability

Our approach – Use Rackspace

•Highly secure environment•Cloud based services very

scalable•Makes manageability easier to

fix

What’s Next ?

Consolidate our learning's

Look for other opportunities