Domino's's defining moves.
The defining strategic moves at Domino's — each one explained and grounded in the record.
The Reversal · Decision Forks
Domino's Said Its Pizza Was Bad on TV. The Real Reversal Was Hiding in the Ordering App.
In December 2009 Domino's aired focus-group footage calling its own pizza 'cardboard.' The recipe apology drove a 14.3% same-store jump. But the durable bet was the tech build that pushed digital past 60% of U.S. sales by 2017.
8 min
The Flywheel · Flywheel
Domino's Didn't Become a Tech Company. It Built a Wall.
Everyone repeats that Domino's is 'a tech company that sells pizza.' But it has no software revenue. Over 85% of U.S. sales run through its own app for one reason: to keep DoorDash and Uber Eats from skimming the franchise.
8 min
The Turnaround · Decision Forks
Domino's Famous Comeback Story Has the Dying Part Wrong
The legend says one honest ad campaign saved a pizza chain on the brink. But Domino's net income was up 76.6% the quarter before the rescue ad aired. The real turnaround was never about the apology.
8 min