Domino’s Reinvented – Boldly Innovating for Today’s Changing Customer Journeys

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The 2023 Ecommerce Growth Show brought together industry leaders from various sectors to discuss the ever-changing landscape of digital commerce. One of the standout keynote presentations featured Christopher Thomas-Moore, Chief Digital Officer at Domino’s, who shared insights into how the pizza giant reinvented itself through bold innovation to adapt to today’s changing customer journeys. In this blog, we’ll explore the five key points from CTM’s presentation that businesses can apply to thrive in the dynamic digital landscape.

The five key takeaways from this keynote include:

  1. Embrace change and innovation to stay adaptable and relevant.
  2. Identify and leverage tensions to find creative solutions.
  3. Obsess over customer satisfaction to build loyalty.
  4. Champion revolution and bold action to foster transformative growth and seize new opportunities.
  5. Emphasize data-driven innovation to make informed decisions and optimize processes for better outcomes.

Watch the full session recording below or read on to dive deeper into the session’s main takeaways. 

1. Embrace Change and Innovation

The post-pandemic world continues to evolve rapidly, and businesses must recognize the need for constant adaptation. As CTM pointed out, the pandemic served as a pivotal moment for businesses and individuals alike, prompting everyone to rethink their approach to various aspects of life. This includes how companies interact with their customers, respond to their needs and deliver products and services.

In the ever-evolving QSR (quick service restaurant) landscape, Domino’s acknowledged the necessity for a business turnaround. They made significant investments in product and technology innovations to enhance the customer experience. This commitment to embracing change and innovation has been instrumental in Domino’s success. Other businesses can learn from this approach and stay ahead by remaining flexible and open to adopting new strategies and technologies that align with the evolving demands of their customers.

2. Identify and Leverage Tensions

A critical aspect of Domino’s reinvention journey was the understanding and leveraging of tensions in the market. CTM described tensions as coiled-up discomforts in society that, when addressed creatively, can lead to breakthrough brand messages and innovations. Successful brands are those that can identify and resonate with these tensions effectively.

During the keynote, CTM outlined three types of tensions that brands should consider:

a) Customer Tensions: Understanding the pain points and unmet needs of customers is crucial for creating relevant and meaningful innovations. By addressing these tensions head-on, businesses can develop products and services that cater to the changing needs and preferences of their target audience.

b) Cultural Tensions: Broader cultural tensions in society also present opportunities for brands to make an impact. By aligning their innovations with cultural insights and shifts, companies can connect with consumers on a deeper level, reinforcing their brand’s relevance.

c) Category/Brand Tensions: Analyzing the tensions within a specific category or among competitors can help businesses identify gaps in the market and explore unique solutions to stand out from the competition.

For example, Domino’s recognized the tension of convenience and the fast-paced, on-the-go lifestyle of its customers (see tension map below). This led them to launch the Domino’s Apple CarPlay app, allowing customers to order food seamlessly while on the move, thereby catering to their busy lives. By leaning into the tension of convenience and addressing it creatively, Domino’s strengthened its connection with customers and enhanced the overall customer journey.

domino's reinvented

3. Obsess Over Customer Satisfaction

“A fanatical obsession with the customer wins every time.” This powerful statement from Domino’s highlights the importance of prioritizing customer satisfaction above all else. CTM stressed that businesses should always address the needs of their customers and strive to create experiences that resonate with their lives.

To achieve this, companies must invest in understanding their customers deeply. By gathering data and insights, businesses can identify pain points, preferences and behaviors that can inform innovative solutions. Domino’s made data-driven decisions to enhance its customer experience continually. This fanatical obsession with the customer was at the core of their successful innovations, such as the renowned pizza tracker.

4. Embrace Revolution and Bold Action

To stay relevant and keep up with consumer trends, businesses must embrace revolution and take bold action. In an ever-changing digital landscape, it is crucial to participate early in societal changes and adapt quickly to new opportunities. By being proactive rather than reactive, companies can position themselves ahead of the curve and better serve their customers.

Moreover, CTM emphasized the practice of uncommon honesty. By addressing problems transparently, businesses can build trust and loyalty with their customer base. For example, in 2009, Domino’s Pizza launched a campaign called “We’re Sorry for Sucking” in response to years of negative feedback and criticism about the quality of its pizza. Domino’s journey is a testament to the power of transparency and authenticity in fostering strong customer relationships.

Defining a clear purpose or “why” is equally important. By understanding the underlying intentions and values, businesses can drive meaningful actions and engage their customers on a deeper level. Taking bold action and challenging the status quo can lead to innovative breakthroughs that resonate with the audience.

5. Data is King!

In today’s data-centric world, data is king when it comes to driving innovation. By harnessing the power of data, businesses can challenge the status quo and identify new opportunities for growth. Domino’s leveraged data to understand customer behaviors, preferences and pain points, leading to innovations like their Pinpoint Delivery service.

The Pinpoint Delivery innovation allows customers to order pizza for delivery to any location, not just a traditional home or office address. This data-driven approach helped Domino’s address the tension related to food delivery and convenience, creating a seamless and personalized experience for their customers.


Christopher Thomas-Moore’s keynote presentation at the 2023 Ecommerce Growth Show showcased the incredible journey of Domino’s and their relentless pursuit of innovation to cater to the evolving customer journeys. The five key takeaways from the session emphasized the importance of embracing change, leveraging tensions, obsessing over customer satisfaction, taking bold action and embracing data-driven innovation.

As technology and consumer expectations continue to evolve, the lessons from Domino’s reinvention will undoubtedly inspire businesses to reimagine their approach and stay ahead of the curve. By adopting a customer-centric mindset, staying innovative and leveraging data effectively, businesses can navigate the digital landscape, optimize customer journeys and meet the ever-changing expectations of their audience successfully. In this dynamic and competitive era, the path to success lies in continuous innovation, adaptation and a commitment to understanding and addressing the evolving needs of the customers.

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