“Customers are getting their pizza faster, hotter, and fresher because of the improvements we’ve put into place with Project 3TEN. “It’s exciting that nothing changes from the customer’s perspective, except that the post-order experience can be much quicker,” says Gillespie. For example, in 2019, a Domino’s store in Australia averaged delivery times of under 5 minutes, from order to doorstep, across an entire week. Using the AWS-based solution, Domino’s has given its stores a tool to help drive down pickup and delivery times for customers. Domino’s then began deploying the solution to stores in New Zealand, France, the Netherlands, Japan, and Germany.įrom Order to Delivery in 10 Minutes or Less The company enhanced the solution during the trial so it would be ready for a wider rollout. “This isn’t making pizzas and leaving them in a hot box for half an hour-this is getting the pizzas lined up, coming out of the oven, and ready to go as an order is placed,” Gillespie says. Store employees could view an ordering screen displaying specific pizzas with various color indicators corresponding to the likelihood of those pizzas being ordered. It also uses Amazon SageMaker to build and train machine learning models to predict the likelihood that an order will be placed, so a store can begin making that order right before it is placed.Īs a trial, Domino’s initially deployed its predictive ordering solution in some of its stores in Australia. The company created a data lake consisting of key order information by taking advantage of Amazon Simple Storage Service (Amazon S3) for data storage and AWS Glue for data querying. “We knew that by using AWS services we could develop a solution that would give our stores a glimpse into the future by predicting what pizzas would be ordered next.” “We knew we needed a smart, accurate system, and we liked what we saw in AWS machine learning technologies,” says Gillespie. “We can use technology to increase the speed of our ovens, and we can give our drivers more efficient technology like e-bikes or scooters, but we also needed to look at how we can help stores anticipate what customers order,” says Gillespie.ĭomino’s turned to Amazon Web Services (AWS) and Max Kelsen, an Advanced Consulting Partner in the AWS Partner Network (APN), to help create a predictive ordering solution. To support this initiative, the company wanted to use predictive technologies to help reduce pizza making and delivery times. This is all possible through efficiencies in cooking methods and transportation and by opening more stores closer to customers. To enable faster pickup and delivery, the company recently launched Project 3TEN, an initiative that aims to have a pizza ready for pickup within 3 minutes or safely delivered within 10. “We strive to use it to reduce pickup and delivery times, because we’ve identified that the sooner we can get a pizza to our customers, the more satisfied they are with their meal.” “Our investment in technology is a key ingredient to our growth as a business,” says Michael Gillespie, chief digital and technology officer for Domino’s. Domino’s maintains a network of more than 2,600 stores globally and is based in Brisbane, Australia.ĭomino’s is an increasingly digital business, with more than 70 percent of sales coming from online orders. The company, which is the largest Domino’s franchise holder, represents the Domino’s brand in Australia, New Zealand, Belgium, France, the Netherlands, Japan, Germany, Luxembourg, and Denmark. It added depth to the brand and name by infusing a concept into the fold.When it comes to the global pizza business, Domino’s Pizza Enterprises Limited (Domino’s) has a large slice of the pie. The Dominos Logo design did what design communication is supposed to do. He needed a name quick and he needed one that sounded like the old name and whilst the name Domino’s wasn’t relavant to the consumer, it held relevance for his business strategy and created a brand history of sorts. The naming of the brand may have been a careless and rushed solution but Tom’s decision to name it Domino’s was a strategic one. The previous owner disallowed the use of the original name DomiNicks for his new store so on a whim after a suggestion from one of his delivery guys, Tom re-named the company to Domino’s Pizza. Tom’s first pizza joint was an already trading pizza place called DomiNicks and after Tom took over he expanding his pizza business from 1 to 3 stores within 5 years. The name is not an ideology or symbolic of anything to do with pizza, lifestyle or it’s customers. The owner Tom Monoghan didn’t name the business after himself, he didn’t use a “what it says on the tin” strategy and neither did he get conceptual about the business name. Domino’s is a company that defied the rules of brand naming and logo design.
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