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Tushar Aher Patil
Trying to do better • 2m
Did you know Domino's doesn't position itself as just a pizza company anymore? You might think of them for quick delivery and affordable pizza, but behind the scenes, Domino’s sees itself as a technology and logistics powerhouse that just happens to deliver pizza. This mindset shift was radical. Instead of competing solely on flavour or price, they asked: “How can we be the fastest, most reliable food delivery system in the world?” To achieve this, they poured money not into better toppings, but into tech infrastructure. This included: • A mobile app for faster ordering • GPS driver tracking • A pizza tracker • AI-powered voice ordering • Domino’s Cars with built-in ovens • Even pilot robot and drone deliveries The results have been massive. Over 75% of Domino’s U.S. sales now come through digital channels. The company has outperformed not just other food brands but even the S&P 500 index for years. They thrived during the early pandemic days because they were already digital-first. The real business lesson here? Domino’s isn't winning just because of recipes; it's winning because it redefined what game it was playing. They shifted from "We make great pizza" to "We're a tech company that delivers pizza — fast, hot, and predictably". This is what makes them dangerous, especially to companies ignoring digital transformation. The takeaway is clear: the product may stay the same, but how you deliver it, track it, and interact with customers is where the real disruption begins.
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