An interesting fact why Domino’s is on the Top?

Published by Anubhav Singh on

You love Pizza, right? I mean who doesn’t love Pizza. I am sure you must have heard Domino’s as well, the largest pizza company in the world. Here is a little brief about the Domino’s. It is not a promotional post, it is just a case study.


Domino’s is an American multinational Pizza chain founded in 1960. Initially, it was named DomiNick’s, later in 1965, It was named as Domino’s by a delivery boy named Jim Kennedy. There are more than 17,000 stores in around 90 countries across the globe. Today we are going to discuss a very interesting that is internally helping Domino’s to provide better service faster than everyone.

Why Domino’s is on Top?

You know about Domino’s and might you also have some points why they are on the top in Pizza chain delivery. They have great taste no doubt, fresh and quality content, affordable or I can say cheap in price, and most importantly fast delivery. It’s not that they are top from the beginning and they don’t have any flaws. Actually, they got criticized many times for their taste and their delivery time. Many people blamed that their crust taste like cardboard. They change their entire recipe and fill the potholes by themselves to fasten their delivery system. Gradually, they become the top choice of Pizza lovers.

domino's truck

Great offers

They are always ready with some great offers and discounts for their customers. If you remember the Pizza delivery scene in Phir Hera Pheri movie where Boburao get the free Pizza by domino’s because the delivery boy was taken more than 30 minutes. Apart from the movie they were actually giving that offer for their customers.

Fast Delivery

In this agile world, no one loves to wait for anything. We always wanted to get our pizza delivered as soon as we ordered. In this race of delivering the pizza fast,Domino’s win the race and you ever wonder how?


Definitely fast cooking and fast delivery system is the reason that you can figure in a normal way but there is something more behind the scene how Domino’s work.

Project 3TEN

Domino’s is an increasingly digital business, with more than 70 percent of sales coming from online orders. To enable faster pickup and delivery, the company recently launched Project 3TEN, an initiative that aims to have a pizza ready for pick up within 3 minutes or safely delivered within 10. This is all possible through efficiencies in cooking methods and transportation and by opening more stores closer to customers. To support this initiative, the company wanted to use predictive technologies to help reduce pizza making and delivery times.

What is predictive technology?

Domino’s turned to Amazon Web Services(AWS) and develop a solution that would give a glimpse into the future by predicting what Pizza would be next.

domino's aws

The company created a data lake consisting of key order information by taking advantage of Amazon Simple Storage Service (Amazon S3) for data storage and AWS Glue for data querying. It also uses Amazon SageMaker to build and train machine learning models to predict the likelihood that an order will be placed, so a store can begin making that order right before it is placed.

As a trial, Domino’s initially deployed its predictive ordering solution in some of its stores in Australia. Store employees could view an ordering screen displaying specific pizzas with various color indicators corresponding to the likelihood of those pizzas being ordered.

The company enhanced the solution during the trial so it would be ready for a wider rollout. Then this began deploying the solution to stores in New Zealand, France, the Netherlands, Japan, and Germany.

From Order to Delivery in 10 Minutes or Less

Using the AWS-based solution, Domino’s has given its stores a tool to help drive down pickup and delivery times for customers. For example, in 2019, a Domino’s store in Australia averaged delivery times of under 5 minutes, from order to doorstep, across an entire week. Customers are getting their pizza faster, hotter, and fresher because of the improvements they have put into place with Project 3TEN.

Another advantage is that franchisees don’t need to spend much time being trained. If there will have any barriers while the deployment, it would be challenging to roll out this program.

It has deployed the solution to stores in a number of other countries. “AWS has been a great company for us to work with because it’s helping us provide a new, unparalleled level of service to our customers. In addition, we hope to take what we’ve achieved with AWS so far and push it to new heights in the future,” says Michael Gillespie, group chief and technology officer.

Some more interesting fact about Domino’s

  • Domino’s stores across the globe sell an average of 3 million pizzas a day.
  • India is the second most popular market for the Domino’s.
  • For over 30 years, Domino’s only offered two sizes of pizza and one drink
  • The three dots represent the original three stores.
  • In 2016, Domino’s introduced a zero-click pizza delivery app. When users open the app, a countdown timer begins. If they don’t stop the timer after 30 seconds, the app automatically sends in an order for delivery.
  • In 2015, Domino’s began their “tweet to order” service, You can order your Pizza just by a tweet of Pizza slice mentioning domino’s.

That’s all about Domino’s. I hope you get something great about your favorite food. Stay tuned for further updates.

Thank you.

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