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3× mobile sales in one year.
One re-engineered ordering experience.

Triazine Software re-engineered Domino's mobile ordering experience end to end - a redesigned UI/UX, store auto-detection, real-time analytics and AWS auto-scaling infrastructure - turning a failure-prone app with a 10,000-user ceiling into a stable, insight-driven revenue channel serving 15,000+ concurrent customers at peak.

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At a glance

The engagement

Client
Domino's Pizza
Sector
F&B Retail & Quick Service Restaurant - Mobile Commerce
Platform
Domino's Mobile Ordering App - iOS, Android and Windows, released simultaneously
Scope
Full mobile experience re-engineering: UI/UX redesign, streamlined ordering journey, store auto-detection, analytics integration (AppsFlyer, CleverTap, Google Analytics), AWS auto-scaling infrastructure and hybrid cross-platform delivery on IBM MobileFirst
Scale
15,000+ concurrent users at peak (up from a ~10,000 ceiling) · 3× mobile-driven sales revenue within one year of launch
Engagement
Design, engineering and cross-platform delivery by Triazine Software

About the client

Domino's Pizza

Domino's Pizza is one of the world's leading quick-service restaurant chains, and sought to strengthen its digital presence through a seamless and scalable mobile ordering experience. The goal was threefold: enhance customer satisfaction, boost online sales, and future-proof its mobile commerce strategy. In quick-service delivery, the mobile app is not a companion channel - it is the storefront, and every second of friction between craving and checkout is measurable in lost orders.

The app is
the storefront - friction is measured in lost orders
Global QSR leaderOne of the world's largest quick-service chains
Three goalsSatisfaction, online sales, future-proofing
Three platformsiOS, Android and Windows, one codebase
Revenue channelMobile as a major share of digital orders

The business challenge

Order failures and a hard concurrency ceiling, at peak demand.

Domino's faced several critical challenges impacting mobile app performance and customer experience. The existing app led to frequent order failures, directly impacting revenue and customer satisfaction, and its limited scalability - unable to support more than roughly 10,000 concurrent users - restricted performance at exactly the peak windows when demand was highest. A complex store selection process added friction at checkout, increasing customer drop-offs at the final step of the journey.

Underneath the customer-facing symptoms sat two structural problems: difficulty maintaining feature parity with fast-evolving technology trends across platforms, and a lack of actionable analytics to understand user behaviour and optimise marketing efforts. These issues needed immediate attention for Domino's to maintain its competitive edge in the digital marketplace.

What Triazine Software built

Redesigned for conversion, engineered for peak, instrumented for insight.

Triazine Software re-engineered Domino's mobile ordering across UI/UX, hybrid delivery, AWS auto-scaling and a real-time analytics stack.

A redesigned journey where the store finds the customer

The UI/UX was redesigned to Domino's branding on modern material design principles, with intuitive navigation and a streamlined customer journey built to simplify ordering and improve in-app conversions. Store auto-detection eliminated manual location entry entirely - the single largest source of checkout friction - minimising order friction at the exact step where drop-offs had been concentrated.

  • Material-design rebuild - modern, on-brand, intuitive navigation
  • Streamlined journey - fewer steps between craving and checkout, built for in-app conversion
  • Store auto-detection - manual location entry eliminated at the friction point

Business impact: Average store selection time fell by over 40% - and completed orders rose with it.

Domino's mobile ordering app with store auto-detection and streamlined checkout

One hybrid codebase, three platforms, simultaneous release

Built on the IBM Mobile First Hybrid Platform, the iOS, Android and Windows versions were developed and deployed simultaneously from a shared foundation, reducing time-to-market and permanently solving the feature-parity problem - every platform ships the same capabilities at the same time, with development and maintenance overhead cut rather than multiplied by three.

  • IBM MobileFirst Hybrid - one foundation for iOS, Android and Windows
  • Simultaneous deployment - every platform ships every feature together
  • Parity by architecture - the maintenance treadmill replaced by a shared codebase

Business impact: Simultaneous cross-platform release saved 30% in development time and cost.

Domino's ordering experience across iOS Android and Windows from one hybrid codebase

Auto-scaling for the dinner rush, analytics for everything after

The platform was deployed on AWS Cloud Auto Scale, dynamically scaling to support 15,000+ concurrent users - raising the ceiling from roughly 10,000 and keeping performance stable through peak demand surges, eliminating downtime-related revenue loss. Integrated analytics through AppsFlyer, CleverTap and Google Analytics gave Domino's real-time insight into customer behaviour for the first time, enabling personalised campaigns and optimised ad spend.

  • AWS Auto Scale - 15,000+ concurrent users, stable through peak surges
  • Three-tool analytics layer - AppsFlyer, CleverTap and Google Analytics in real time
  • Insight to action - targeted campaigns, personalisation and optimised ad spend

Business impact: The dinner rush stopped being a risk window - and marketing started spending against behaviour instead of instinct.

Business outcomes

The mobile channel became the growth engine.

Verified outcomes only - programme metrics from Domino's mobile ordering re-engineering.

0×
Mobile Sales Revenue
Increase in mobile-driven sales revenue within one year of launch.
3.3 → 3.9
Google Play Rating
Improved stability and usability, reflected directly in store ratings.
0%+
Faster Store Selection
Auto-detection cut selection time and increased completed orders.
0%
Dev Time & Cost Saved
Simultaneous cross-platform release from one hybrid codebase.

◈For revenue and customers

Mobile-driven sales revenue tripled within one year of launch, and app ratings climbed from 3.3 to 3.9 on Google Play as stability and usability improved. Store auto-detection reduced average selection time by over 40%, converting the journey's biggest drop-off point into completed orders - and app performance remained stable even with 15,000 concurrent users during peak demand, eliminating the downtime-related revenue loss that had plagued the previous app.

◎For marketing and the roadmap

User analytics insights from AppsFlyer, CleverTap and Google Analytics enabled targeted, personalised campaigns that improved marketing ROI and repeat orders. The simultaneous cross-platform release saved 30% in development time and cost, and the enhanced mobile channel became a key revenue driver - accounting for a major share of total digital orders and strengthening Domino's leadership in quick-service delivery.

Technology landscape

Hybrid delivery on an auto-scaling cloud foundation.

Architecture visualization left, capability list right. Due diligence section - not the lead message.

Domino's AppOrdering platform
IBM MobileFirstHybrid - iOS · Android · Windows
AWS Auto Scale15,000+ concurrent users
AppsFlyerAttribution analytics
CleverTapEngagement & campaigns
Google AnalyticsBehavioural insight
Store Auto-DetectionLocation services
Cross-Platform
IBM MobileFirst Hybrid Platform - iOS, Android and Windows built and deployed simultaneously from one codebase
Cloud Infrastructure
AWS Cloud Auto Scale - dynamic scaling to 15,000+ concurrent users with stable peak performance
Analytics
AppsFlyer, CleverTap and Google Analytics - real-time customer behaviour, attribution and campaign insight
Experience Layer
Material-design UI/UX to Domino's branding with a streamlined, conversion-focused ordering journey
Location Services
Store auto-detection replacing manual location entry across the ordering flow

Enterprise security & compliance

Consumer-scale engineering, enterprise delivery discipline.

A consumer commerce platform serving thousands of concurrent users carries enterprise-grade obligations: stability under peak load, safe handling of customer and behavioural data across its analytics stack, and disciplined delivery across every platform it ships to. The re-engineered Domino's platform was built to those obligations - auto-scaling infrastructure that eliminated downtime-related revenue loss, an instrumented data layer using industry-standard analytics tooling, and simultaneous multi-platform releases that keep every user on the same, current, patched version.

⛨

Availability & Resilience

AWS Cloud Auto Scale sustaining 15,000+ concurrent users with stable performance through peak surges - uptime treated as revenue protection.

≣

Data & Analytics Governance

Customer behaviour instrumented through established enterprise tools (AppsFlyer, CleverTap, Google Analytics) rather than ad-hoc tracking.

⬡

Release Integrity

Simultaneous iOS, Android and Windows releases from one codebase - no platform left behind on an outdated, unpatched version.

⬚

Delivery Governance

Triazine Software delivery processes certified to CMMI Level 3.

Compliance-ready foundation

Peak resilience, analytics governance and release integrity built into the platform from the start - not configured after delivery.

AWSAuto Scale resilience

15,000+ concurrent users with stable peak performance.

AnalyticsEnterprise tooling

AppsFlyer, CleverTap and Google Analytics for governed insight.

ReleaseParity by design

Simultaneous iOS, Android and Windows from one codebase.

CMMI L3Enterprise delivery

Disciplined development, quality assurance and governance.

Rather than treating compliance as a checklist, Triazine incorporated availability, analytics governance and release integrity into the Domino's platform from the start - so peak demand, behavioural data and multi-platform shipping stay under the same delivery discipline.

Beyond go-live

The mobile channel became the growth strategy.

The enhanced mobile channel became a key revenue driver for Domino's, accounting for a major share of total digital orders and strengthening its leadership in quick-service delivery. What began as a stability and scalability rescue became the foundation of the brand's mobile commerce strategy - a platform engineered to grow with demand rather than cap it.

DiscoveryOrder failures, a 10,000-user ceiling, checkout friction and an analytics blind spot
Re-engineeringRedesigned journey, hybrid codebase, auto-scaling infrastructure, analytics layer
LaunchiOS, Android and Windows released simultaneously
Year one3× mobile revenue, ratings 3.3 → 3.9, stable at 15,000+ concurrent
Growth engineMobile as a major share of total digital orders

Work with Triazine Software

Partner with us to engineer the next leap across your enterprise.

Partner with us to engineer the next leap in efficiency, intelligence and innovation across your enterprise.

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