How a personalized ordering experience turns convenience into loyalty
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Challenge
Domino’s UK & Ireland already had an app – but having one and having one that keeps customers coming back are two different things. The brand needed to evolve its existing app into a genuinely personalized ordering experience that was faster, easier to use, and built as a foundation for continuous innovation rather than a one-time update.
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Solution
In May 2021, we launched a new native app built around two ideas: removing friction from the ordering process and making the experience feel personal. Now, customers can save their customized pizza and reorder a favorite in seconds. Checkout is quick with integrated Google Pay. The app offers features built around how people actually eat – together and apart.
The Car Collection was launched at a very specific moment in time, making the collection process safer during the pandemic. Group ordering solved the perennial problem of shared pizza – everyone wants different toppings – by allowing an entire table to build one order together.
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Results
All the important numbers moved in the right direction. Year on year, downloads climbed 21%, abandoned baskets fell 2.5%, and checkout friction dropped. Average weekly sales rose 11.5%, and monthly active users increased 17% across 2021. In the weeks immediately following the launch, the app recorded its highest sales ever outside of peak season, with a 17.5% increase.
This wasn’t a launch-and-leave project. Domino’s and the Apadmi group continue to collaborate as a single product team, comprising developers, designers, and testers. This team is responsible for feature development, app store community management, and ongoing optimization.
Recognition
- Best Food and Drink App – UK App Awards 2021
- App of the Year – UK Ecommerce Awards 2024
- Food & Drink App of the Year – UK Dev Awards 2024
- Highly Commended, Retail App of the Year – The Lovies 2024
- Finalist, App of the Year – Go Tech Awards 2024
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