The renaissance of Domino's Pizza is unprecedented and unparalleled. For a food franchise to go from one of the most derided brands in the country to industry darling in such a short period of time seems to disprove F Scott Fitzgerald's old thesis that 'there are no second acts in American life'.
The secret of their new success, according to business website The Street, is online ordering. As they write in the beginning of a new profile on Domino's and their online ordering capacities: "Memo to businesses big and small: Giving customers full online ordering powers literally makes them like you and your product more."
It seems that the era of phone ordering may be truly gone. While effective over time, phone ordering lacks the precision and directness of online/mobile ordering. It's been four years since Domino's introduced online ordering. You cannot question the results: digital/mobile orders now make up 30% of Domino's orders, which consists a 25% bump since last year. With the new Pizza Hero app, online ordering is only likely to increase in the coming years.
For pizza franchises, there is no alternative: embrace online ordering or perish. But we think other franchises need to carve out their online niche in order to cater to a new demographic who want the entire world at just a click's distance.