Mobile App Transformation

Domino's
F&B Retail & Quick Service Restaurant

Customer Overview

Domino's Pizza, one of the world's leading quick-service restaurant chains, sought to strengthen its digital presence through a seamless and scalable mobile ordering experience. The goal was to enhance customer satisfaction, boost online sales, and future-proof its mobile commerce strategy.

Business Challenges

Domino's faced several critical challenges that were impacting their mobile app performance and customer experience. These issues needed immediate attention to maintain their competitive edge in the digital marketplace.

The existing mobile app led to frequent order failures, directly impacting revenue and customer satisfaction.
Limited scalability, unable to support more than ~10,000 concurrent users, restricting peak-time performance.
The complex store selection process increased customer drop-offs during checkout.
Difficulty in maintaining feature parity with fast-evolving technology trends.
Lack of actionable analytics to understand user behavior and optimize marketing efforts.
Business Challenges

Our Solution

We developed a comprehensive solution that addressed all the critical challenges, leveraging cutting-edge technologies and best practices to deliver a robust, scalable, and user-friendly mobile application.

Redesigned the UI/UX adhering to Domino's branding and modern material design principles for intuitive navigation.
Streamlined customer journey to simplify ordering and improve in-app conversions.
Integrated analytics tools including AppsFlyer, CleverTap, and Google Analytics for real-time insights into customer behavior.
Deployed on AWS Cloud Auto Scale, enabling dynamic scaling to support up to 15,000+ concurrent users.
Leveraged IBM MobileFirst Hybrid Platform to build and deploy iOS, Android, and Windows versions simultaneously, reducing time-to-market.
Implemented store auto-detection, eliminating manual location entry and minimizing order friction.
Our Solution

Results

01

Sales Revenue

3× increase in mobile-driven sales revenue within one year of launch.

02

App Ratings

App ratings improved from 3.3 to 3.9 on Google Play due to enhanced stability and usability.

03

Auto Detection

AStore auto-detection reduced average store selection time by over 40%, increasing completed orders.

04

Marketing ROI

User analytics insights enabled targeted campaigns, improving marketing ROI and repeat orders.

05

App Performance

Seamless scalability — app performance remained stable even with 15,000 concurrent users during peak demand.

06

Time and Cost

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

FAQs

To increase digital sales and customer retention by delivering a faster, scalable, and more engaging mobile ordering experience.

Using IBM MobileFirst allowed rapid deployment across platforms (iOS, Android, Windows), reducing development and maintenance overhead.

AWS Auto Scaling ensured consistent performance and uptime even during peak order surges, eliminating downtime-related revenue loss.

It enabled Domino’s to understand user patterns, launch personalized campaigns, and optimize ad spend for higher ROI.

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.

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