Questions 1. What are two advantages of online ordering in a fast-food restaurant such as Domino's Pizza? 2. What are four examples of information technology tools being used at Domino's Pizza? What are they used for?
Questions 1. What are two advantages of online ordering in a fast-food restaurant such as Domino's Pizza? 2. What are four examples of information technology tools being used at Domino's Pizza? What are they used for?
Chapter15: Retailing, Direct Marketing, And Wholesaling
Section15.2: Lowe’s Taps Technology For Retailing Edge
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Transcribed Image Text:In 1960, Domino's Pizza opened its first store. Today, there are nearly 15,000 stores, more than
half of them outside the United States. In 2007, Domino's started online and mobile ordering.
Today, customers can order online at www.dominos.com or they can use apps for the iPhone,
Android, or Kindle Fire. This allows them to customize their pizzas with any combination of
ingredients, enhancing their sense of participation while also saving Domino's the labor costs
associated with phone orders. After placing the order, the customer can track it all the way to
when it is sent out for delivery, keeping an eye on an estimated delivery time. In 2012, Domino's
surpassed $1 billion in annual sales through its Web site, proving that electronic sales will continue
to play a large role in the company's success. At Domino's, online ordering seamlessly
accomplishes multiple objectives without the customer even taking notice. First, it creates
the feeling among customers that they are an active part of the pizza-making process. Second, it
results in greater efficiency at the various stores because employees do not have to spend as
much time taking orders. They merely need to prepare the orders, which appear in an instant
order queue, with all the customers' specifications. Domino's now has the ability to store its online
orders in its database. This data can then be used for many purposes, including target marketing
and deciding which pizzas to offer in the ture. The company is also actively using social media,
including Facebook and Twitter, to promote its products and gather customers' opinions. In 2014,
Domino's began allowing customers to order pizza using a voice app called "Dom," powered by
Nuance Communications. It enables users of iOS and Android devices to place orders using their
voices. Twitter is now a part of the ordering system at Domino's. As of 2015, U.S. customers can
order pizza by tweeting a pizza emoji. Starting in 2016 customers were able to order Domino's
Pizza from a Facebook Messenger bot.20 Also in 2016, Domino's began testing a delivery robot
called DRU in New Zealand. And the pizza company also announced plans to beat Amazon and
Google to delivery by drones. In 2017, Domino's tested self-driving pizza delivery in a joint project
with Ford in a specially equipped Ford Fusion that comes with both self-driving technology and
an oven. In 2018, Domino's started pizza delivery to more than 150,000 "hot spots" nationwide,
allowing customers to order pizza delivery to beaches, sports arenas, parks, and other locations
that don't have a residential address.24 In 2019 Domino's designed an app so that customers
can order and receive pizza in their cars, 25 allowing IT to further expand its customer reach and
its market share.
Questions
1. What are two advantages of online ordering in a fast-food restaurant such as Domino's Pizza?
2. What are four examples of information technology tools being used at Domino's Pizza? What
are they used for?
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