Domino’s Pizza dominates the digital fast-food landscape with launch of new app
by Laura Lightfoot-Marketing Team|Wed Jun 09 2021
The new UK and Ireland Domino’s Pizza app has launched to Android and Apple users, with a revitalised, customer-centric user experience. The May 2021 launch brings brand new features to Domino’s pizza-loving user base, including light and dark mode views for greater personalisation, Google and Apple pay integration, and increased order personalisation with a timesaving reordering feature.
The continued app innovation and marketing investment comes after the company reported a 20% increase in online Pizza orders during UK lockdown 3.0 compared to the same period in 2019.
The Domino’s app is the driving force of our digital offering, but our vision is to push the boundaries and reimagine its potential. We selected Apadmi to help us realise this vision and we have been working together in close partnership to bring the new app to life. We’re pleased to release a more personalised experience and some market-leading ordering features, with a fantastic initial response from our pizza fans.
Kelly O'Connor, Digital Product Manager at Domino’s Pizza
Apadmi’s 200-strong team of mobile experts have been at the forefront of the development programme and will continue to work with Domino’s on further optimising the app and future feature releases.
"Domino’s is the fast-food company of the future. Their eagerness to incorporate digital into each stage of the customer journey and to really push the boundaries of innovation through UX and systems integration has resulted in a high-performance, customer-focused platform which truly reflects the fast-food expert’s personality.”
Matt Hunt, Chief Client Officer, Apadmi An extensive usability testing programme was carried out prior to launch to ensure the new app performs specifically to the needs of the Domino’s customer base, while continuing to drive sales conversions.