Domino’s

Michael Tchong

While FedEx was first to introduce parcel tracking in 1986, Domino’s is the first restaurant to apply the technology to pizza delivery. The Pizza Tracker combined with Domino’s radically reinventive “tasted like cardboard” campaign, its Pizza Hero iPad app plus its transparency efforts, puts Domino’s at the head of the restaurant innovation class.

The Pizza Tracker is a perfect example of how to creatively leverage the “Control Freak” trend, which is producing a society far more desiring of control over the process, any process. Then there’s Domino’s “Powered by Pizza” campaign, which honors the role of pizza consumption in the innovation process.

Finally in 2015, Domino’s introduced both the first voice-driven mobile ordering app, as well as the ability to order a pizza by tweeting the pizza emoji. But are all these innovations impacting the bottom line? Domino’s sales at U.S. stores open at least a year were up 10.5% in third quarter of 2015, which is nearly triple the 3.8% U.S. pizza category growth rate. We salute you Domino’s.

Domino’s IP Holder LLC

Website: http://www.dominos.com/
Year (of first major innovation): 2010
Innovations: Pizza tracking, mobile apps, reinvention, transparency
Innovation Types: Process