Domino’s
Building the app behind millions of pizza orders
More orders. Less friction. Better pizza nights.
Domino’s sells more than 1.46 billion pizzas every year through a network of 22,300+ stores across 90+ countries. In the UK and Ireland alone, more than 112 million pizzas are sold annually, making the mobile app a business-critical channel for driving orders and customer loyalty.
Apadmi partnered with Domino’s UK & Ireland to transform its native app, creating a faster, more personalised ordering experience that increased sales, reduced basket abandonment and laid the foundations for ongoing product innovation.
What began as an app redevelopment has evolved into a long-term strategic partnership spanning product development, conversion rate optimisation (CRO), customer research, loyalty, and personalisation. Today, the focus is on delivering one-to-one experiences that keep customers coming back again and again.
Built for repeat orders
Launched in May 2021, the redesigned app removed friction from every stage of the ordering journey while creating a more personalised experience. The native app focused on making every order faster and more personal. Customers could pay with Google Pay, organise group orders and save their favourite pizzas for quick reordering.
By removing friction throughout the journey, Domino’s increased orders, reduced basket abandonment and created a platform for continuous product innovation.
Results
The redesigned app delivered immediate commercial impact, increasing orders, driving downloads and improving the customer experience.
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+21%
app downloads
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+10%
increase in orders via the app
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4.8*
iOS App Store rating
One dream, one team
The app has won multiple awards including App of the Year at the UK Ecommerce Awards , Best Food and Drink App at the UK App Awards, and was highly commended by The Lovie Award judges.
Since then, the partnership between Domino’s and Apadmi has extended well beyond a traditional client-agency relationship. Domino’s team works has a base at Apadmi’s Manchester headquarters, supported by monthly cross-functional planning sessions, architecture workshops and shared incident response teams. The relationship is fully embedded, with several Apadmi team members recognised through internal Domino’s awards.
The result is a genuine product partnership—one team focused on continuously improving an app that serves millions of customers every week.
“The Domino’s app is a more effective part of our digital customer experience thanks to our partnership with Apadmi. The ongoing collaboration combines business understanding with the technical requirements necessary to realise our vision.”
– Kelly O’Connor Mobile App Product Owner, Domino’s Pizza UK & Ireland
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