Domino’s says it is now a “truly digital-first business”, with 91.2% of sales made through digital channels in 2021 with the company planning to up marketing spend and invest around £20m in its digital acceleration over the next three years.
They’re hoping the shift to digital will create “sustainable growth” for the business.
The company cites the launch of its mega successful ‘Domin-Oh-Hoo-Hoo’ campaign, which was supported by increased marketing investment, for its developments in digital.
The appointment of new CMO Sarah Barron, who joined from Costa Coffee in January 2021 also saw Domino’s bring its digital team under the remit of marketing for the first time.
This was helped by the launch of its new app, which enables group ordering and better promotion of deals. The app alone accounted for 42% of system sales, a 2.2 percentage point increase on 2020.
To help drive its digital acceleration further, Domino’s has committed to investing around £20m over three years. As part of this it will be investing in personalisation and the development of its ecommerce app, as well as in-store innovation to enhance the customer experience and boost top-line growth.
Domino’s chief executive Dominic Paul said of the successful year:
“There were two major milestones in the year. First, the launch of our new strategy, which is already delivering outstanding results and a better experience for our customers. Secondly, the resolution with our franchisees which has unlocked further potential within the system. Our franchisees are world class operators and the whole team is already embracing a new era of collaboration, with the system working together more closely than ever before.
“This year has started well, and we now have the right strategy and a strong senior team in place to continue to drive the business forward. We remain focussed on accelerating the sustainable growth of our system together, to deliver a better future through food people love.”