Tech with a Side of Pizza: How Domino's Rose to the Top

After hitting an all-time low in 2008, Domino’s Pizza underwent a vigorous rebranding, product development, and embraced innovative technologies to become the world’s leading international fast-food retailer. Domino’s considered itself as much a tech company as it was a purveyor of fast food, with digital orders accounting for a high percentage of sales. Domino’s was run more like a Silicon Valley company than a fast food chain and was described by CEO Patrick Doyle as “a technology company that delivers pizza.” As it bested rivals like Pizza Hut and Papa John’s, Domino’s declared itself “The Official Food of Everything.” In 2020, as much of the world remained in lockdown Domino’s, which offered delivery options from drones to driverless vehicles, saw a jump in sales. How did Domino’s become the world’s leading restaurant?