{"id":5153,"date":"2026-05-06T06:17:37","date_gmt":"2026-05-06T06:17:37","guid":{"rendered":"https:\/\/apadmi.com\/work\/dominos\/"},"modified":"2026-07-23T11:33:20","modified_gmt":"2026-07-23T11:33:20","slug":"dominos","status":"publish","type":"work","link":"https:\/\/www.apadmi.com\/en-nl\/work\/dominos\/","title":{"rendered":"Domino&#8217;s"},"content":{"rendered":"<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"flex flex-col items-center-safe gap-18 md:gap-8 block-inset-x pt-64 pb-64\">\n\t<h1\t\tclass=\"uppercase text-36 md:text-64 leading-none font-black text-balance max-w-3xl text-center\"\n\t>\n\t\tDomino&#8217;s\t<\/h1>\n\n\t\n\t\t\t<p class=\"text-black text-balance text-16 md:text-20 md:mt-16 max-w-3xl leading-tight md:leading-none text-center\">\n\t\t\tBuilding the app behind millions of pizza orders\t\t<\/p>\n\t<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/dominos-phone-app-mockup-orange-chair.webp\"\n\talt=\"Mobile phone displaying the Domino&#039;s app, positioned on an orange, velvet chair.\"\n\tclass=\"object-cover rounded-16 bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"dark\"\n\t\tstyle=\" --img-avg-color: #C1532F;\"\n\/>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"block-inset-x group\/bodyCopy flex flex-col mid:gap-y-16 max-w-xl box-content mid:mx-auto pt-64 mid:pt-72 pb-64 mid:pb-72\">\n\t\n\t\t\t<h2\t\t\tclass=\"text-20 leading-tight sm:text-44 sm:leading-none uppercase text-balance font-black w-fill\"\n\t\t>\n\t\t\t<span class=\"sr-only\">More orders. Less friction. Better pizza nights.<\/span>\n\t<span aria-hidden=\"true\">More o\u00adr\u00add\u00ade\u00adr\u00ads\u00ad. Less f\u00adr\u00adi\u00adc\u00adt\u00adi\u00ado\u00adn\u00ad. Be\u00adt\u00adt\u00ade\u00adr pizza n\u00adi\u00adg\u00adh\u00adt\u00ads\u00ad.<\/span>\t\t<\/h2>\n\t\n\t\t\t<p class=\"text-pretty w-fill font-bold text-16 leading-minimal sm:text-20 not-first:mt-24 mid:not-first:mt-32\">\n\t\t\tDomino&#8217;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.\t\t<\/p>\n\t\n\t\n\t<div class=\"flex flex-col gap-y-24 w-fill mt-44 mid:mt-24\">\n\t\t\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tApadmi partnered with Domino&#8217;s UK &amp; 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.&nbsp;<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tWhat 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.<\/p>\n\n<h2\tdata-slug=\"built-for-repeat-orders\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tBuilt for repeat orders<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tLaunched 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.<br><\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tBy removing friction throughout the journey, Domino&#8217;s increased orders, reduced basket abandonment and created a platform for continuous product innovation.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/dominos-app-pocket-orange-jumper.webp\"\n\talt=\"An iPhone 17 peeks out of a man&#039;s trouser pocket, displaying the Domino&#039;s pizza selector.\"\n\tclass=\"object-cover rounded-16 bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"dark\"\n\t\tstyle=\" --img-avg-color: #8E584D;\"\n\/>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"block-inset-x mid:grid mid:grid-cols-3 md:grid-cols-4 mid:gap-48 pt-140 pb-120\">\n\t\t\t<div class=\"max-sm:mb-20 max-mid:mb-32 sm:col-1 sm:row-1 w-full sm:max-w-xs\">\n\t\t\t\t\t\t\t<h2\t\t\t\t\tclass=\"text-36 leading-none sm:text-44 sm:leading-none text-balance font-black uppercase\"\n\t\t\t\t>\n\t\t\t\t\t<span class=\"sr-only\">Results<\/span>\n\t<span aria-hidden=\"true\">Re\u00ads\u00adu\u00adl\u00adt\u00ads<\/span>\t\t\t\t<\/h2>\n\t\t\t\n\t\t\t\t\t\t\t<p class=\"text-16 leading-minimal sm:text-18 sm:leading-snug text-balanced mt-16\">\n\t\t\t\t\tThe redesigned app delivered immediate commercial impact, increasing orders, driving downloads and improving the customer experience.\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\n\t<ul class=\"mid:col-start-2 mid:col-end-span-2 md:col-end-span-3 mid:row-1 sm:grid sm:grid-cols-2 md:grid-cols-3 sm:gap-32 sm:auto-rows-fr max-sm:space-y-32 mid:ml-auto w-fill\">\n\t\t\n<li class=\"list-none rounded-28 p-32 border border-neutral-light w-fill aspect-4\/3 sm:aspect-square relative flex flex-col justify-end\">\n\t<svg aria-hidden=\"true\" class=\"size-56 absolute top-32 right-32 size-42 sm:size-56 text-accent\" xmlns='http:\/\/www.w3.org\/2000\/svg' width='24' height='24' viewBox='0 0 24 24' fill='none'><path d='M11.664 15.354a.83.83 0 0 1-.297-.198l-3.11-3.11a.706.706 0 0 1-.22-.522.77.77 0 0 1 .22-.532.765.765 0 0 1 .535-.24c.202-.005.38.07.535.225L11.25 12.9V5.25c0-.213.072-.391.216-.535A.725.725 0 0 1 12 4.5c.213 0 .391.072.534.215a.725.725 0 0 1 .216.535v7.65l1.923-1.923a.714.714 0 0 1 .53-.22c.204.002.384.08.54.235.144.155.22.331.224.527a.7.7 0 0 1-.225.527l-3.11 3.11a.83.83 0 0 1-.632.255.96.96 0 0 1-.336-.057ZM6.308 19.5c-.505 0-.933-.175-1.283-.525a1.745 1.745 0 0 1-.525-1.283v-1.961a.73.73 0 0 1 .215-.535.725.725 0 0 1 .535-.215.73.73 0 0 1 .535.215.726.726 0 0 1 .215.535v1.961c0 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1-.6-.382l-2.5-2.498a.3.3 0 0 0-.22-.087.3.3 0 0 0-.221.087l-5.252 5.252a.72.72 0 0 1-.535.22.725.725 0 0 1-.534-.235.72.72 0 0 1-.199-.531.73.73 0 0 1 .214-.514l5.246-5.246a1.7 1.7 0 0 1 .6-.393A1.91 1.91 0 0 1 10 7.119c.235 0 .465.041.692.124.226.082.423.213.589.393l2.498 2.498a.3.3 0 0 0 .221.087.3.3 0 0 0 .221-.087l5.252-5.252a.72.72 0 0 1 .535-.22.72.72 0 0 1 .534.236.72.72 0 0 1 .199.53.73.73 0 0 1-.214.514l-5.246 5.246a1.858 1.858 0 0 1-1.28.517Z' fill='currentColor'\/><\/svg>\n\t<p class=\"text-64 leading-none font-black text-balance uppercase line-clamp-2\">\n\t\t+10%\t<\/p>\n\n\t\t\t<p class=\"text-16 leading-snug sm:text-18 max-sm:mt-12 text-pretty line-clamp-3\">\n\t\t\tincrease in orders via the app\t\t<\/p>\n\t<\/li>\n\n<li class=\"list-none rounded-28 p-32 border border-neutral-light w-fill aspect-4\/3 sm:aspect-square relative flex flex-col justify-end\">\n\t<svg aria-hidden=\"true\" class=\"size-56 absolute top-32 right-32 size-42 sm:size-56 text-accent\" xmlns='http:\/\/www.w3.org\/2000\/svg' width='24' height='24' viewBox='0 0 24 24' fill='none'><path d='m8.85 16.826 3.15-1.9 3.15 1.925-.825-3.6 2.775-2.4-3.65-.326-1.45-3.4-1.45 3.376-3.65.325 2.775 2.425-.825 3.575Zm3.15-.137-3.89 2.346a.72.72 0 0 1-.436.107.791.791 0 0 1-.395-.147.84.84 0 0 1-.273-.332.649.649 0 0 1-.031-.453l1.033-4.417-3.435-2.973a.735.735 0 0 1-.245-.388.702.702 0 0 1 .028-.428.845.845 0 0 1 .233-.339.808.808 0 0 1 .415-.172l4.533-.396 1.76-4.172a.678.678 0 0 1 .29-.344.82.82 0 0 1 .825 0c.13.075.228.19.292.344l1.76 4.172 4.532.396a.808.808 0 0 1 .416.172c.1.088.178.2.232.34a.702.702 0 0 1 .028.427.736.736 0 0 1-.245.388l-3.435 2.973 1.033 4.417a.649.649 0 0 1-.03.453.84.84 0 0 1-.274.332.791.791 0 0 1-.395.147.72.72 0 0 1-.436-.107L12 16.689Z' fill='currentColor'\/><\/svg>\n\t<p class=\"text-64 leading-none font-black text-balance uppercase line-clamp-2\">\n\t\t4.8*\t<\/p>\n\n\t\t\t<p class=\"text-16 leading-snug sm:text-18 max-sm:mt-12 text-pretty line-clamp-3\">\n\t\t\tiOS App Store rating\t\t<\/p>\n\t<\/li>\n\t<\/ul>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"block-inset-x flex flex-col gap-16 mid:grid mid:grid-cols-2 items-center mid:items-start mid:gap-28 pt-64 pb-64\">\n\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/dominos-phone-app-orange-black.webp\"\n\talt=\"Mobile phone displaying the Domino&#039;s app, on an orange and black gradient background.\"\n\tclass=\"object-cover aspect-square rounded-28 mid:rounded-16 w-fill max-w-md mid:max-w-3xl mid:justify-self-end aspect-square bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"dark\"\n\t\tstyle=\" --img-avg-color: #7F6B5C;\"\n\/>\n\t<div class=\"flex flex-col items-start max-w-md lg:max-w-lg\">\n\t\t\t\t\t<h2 class=\"text-20 mid:text-28 leading-snug font-black uppercase text-balance\">\n\t\t\t\tOne dream, one team\t\t\t<\/h2>\n\t\t\n\t\t\t\t\t<p class=\"text-16 leading-minimal mid:text-18 mt-16 mid:mt-24\">\n\t\t\t\tThe 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.<br><br>Since then, the partnership between Domino&#8217;s and Apadmi has extended well beyond a traditional client-agency relationship. Domino&#8217;s team works has a base at Apadmi&#8217;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&#8217;s awards.<br><br>The result is a genuine product partnership\u2014one team focused on continuously improving an app that serves millions of customers every week.<br><br>\u201cThe Domino&#8217;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.\u201d<br><br>&#8211; <em>Kelly O&#8217;Connor Mobile App Product Owner, Domino&#8217;s Pizza UK &amp; Ireland<\/em>\t\t\t<\/p>\n\t\t\n\t\t\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root bg-orange-300\"\n\t\t\tdata-theme=\"orange-light\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"block-inset-x flex flex-col gap-32 md:grid md:grid-cols-6 items-start md:items-center pt-64 sm:pt-120 pb-64 sm:pb-120\">\n\t<div class=\"row-1 col-start-1 col-end-span-3\">\n\t\t\t\t\t<h2 class=\"text-36 leading-none md:text-44 font-black uppercase text-balance\">\n\t\t\t\tRead more success stories\t\t\t<\/h2>\n\t\t\n\t\t\t\t\t<p class=\"text-16 leading-minimal md:text-24 mt-12\">\n\t\t\t\tFrom retail and healthcare to FMCG and media, we help ambitious organisations solve complex challenges, drive revenue, and build loyalty with exceptional digital products and mobile apps.\t\t\t<\/p>\n\t\t\t<\/div>\n\n\t<a\thref=\"\/en-nl\/work\"class=\"focus:outline-hidden focus-visible:outline-auto transition uppercase leading-none outline-offset-8 disabled:grayscale disabled:pointer-events-none select-none group relative isolate h-52 rounded-full border border-accent px-40 flex items-center font-semibold justify-center-safe button row-1 col-start-5 col-end-span-2 md:justify-self-end\">\n\t\t\t<div aria-hidden=\"true\" class=\"absolute top-0 left-0 -z-10 flex size-50 items-center justify-end rounded-full bg-accent text-on-accent transition-[width] ease-spring-smooth group-hocus:w-full duration-500\">\n\t\t\t<div class=\"-translate-x-16\">\n\t\t\t\t<svg width='20' height='20' viewBox='0 0 20 20' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'><path d='M4.34065 10.829L13.649 10.829L9.58232 14.8957C9.25732 15.2207 9.25732 15.754 9.58232 16.079C9.73801 16.2351 9.94939 16.3228 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engine\n","protected":false},"featured_media":139,"template":"","meta":{"es_utils_meta_schema":"","esPageTheme":"default","esPageBackground":"","esWorkLogoColorId":368,"esWorkLogoMonoId":369,"esWorkLogoColorUrl":"https:\/\/www.apadmi.com\/uploads\/2026\/07\/Dominos-White.svg","esWorkLogoMonoUrl":"https:\/\/www.apadmi.com\/uploads\/2026\/07\/Dominos-Black.svg","footnotes":""},"sector":[],"class_list":["post-5153","work","type-work","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Domino&#039;s App Case Study | Driving More Orders | Apadmi<\/title>\n<meta name=\"description\" content=\"Discover how Apadmi transformed the Domino&#039;s app to increase orders, grow downloads and improve customer loyalty.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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