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  • January 2021 (Revised February 2021)
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Tech with a Side of Pizza: How Domino's Rose to the Top

By: Boris Groysberg, Sarah L. Abbott and Susan Seligson
  • Format:Print
  • | Language:English
  • | Pages:28
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Abstract

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?

Keywords

Digital Marketing; Digital Technology; Innovation; Scaling; Data Analytics; Turnaround; Technological Innovation; Information Technology; Strategy; Management; Marketing; Operations; Human Resources; Entrepreneurship; Change Management; Analysis; Performance; Customers; Growth and Development; Competitive Advantage; Employees; Training; Leadership Development; Food and Beverage Industry; Technology Industry; United States

Citation

Groysberg, Boris, Sarah L. Abbott, and Susan Seligson. "Tech with a Side of Pizza: How Domino's Rose to the Top." Harvard Business School Case 421-057, January 2021. (Revised February 2021.)
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About The Author

Boris Groysberg

Organizational Behavior
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Related Work

    • January 2021 (Revised February 2021)
    • Faculty Research

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

    By: Boris Groysberg, Sarah L. Abbott and Susan Seligson
    • June 2021
    • Faculty Research

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

    By: Boris Groysberg, Kerry Herman and Amy Klopfenstein
Related Work
  • Tech with a Side of Pizza: How Domino's Rose to the Top By: Boris Groysberg, Sarah L. Abbott and Susan Seligson
  • Tech with a Side of Pizza: How Domino's Rose to the Top By: Boris Groysberg, Kerry Herman and Amy Klopfenstein
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