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?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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 or 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 future. 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. 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](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F725ceb1b-6e7a-4d48-ad60-6264a268cc29%2Fad133171-a0fe-4c42-8fba-10238d121dc6%2F0n0for_processed.jpeg&w=3840&q=75)
Transcribed Image Text:**Title: Innovations in Information Technology at Domino’s Pizza**
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](http://www.dominos.com) or 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 future. 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. 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
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