Updated app focuses on easy ordering and increased personalisation
Pivotal product for Domino’s digital experience
An additional 3% of Domino's sales delivered by the app
Downloads increased by 21% year on year
Abandoned baskets decreased by 2.5%
What you need to know
Apadmi was selected by Domino's UK & Ireland to support the food retailer in updating its existing app to deliver a more personalised digital experience for its customers.
A new native app was launched in May 2021 and included a range of additional features such as In Car Collection, group ordering, integrated Google Pay and the ability to save your own customised pizza.
With orders up and abandoned baskets down, the results were fantastic. In the weeks immediately after launch, the app saw its highest ever sales outside of peak season and with a 17.5% increase.
“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 of creating the best digital products to support our customers."
Kelly O'Connor, Mobile App Product Owner, Domino's Pizza UK & Ireland
How we moved the market
Domino's and Apadmi have built a highly personalised food ordering experience which is the foundation for ongoing digital innovation.
In Car Collection made delivery safer during the pandemic, group ordering caters for all topping choices and is a great use of technology to keep everyone happy, and you can now save your favourite to order every time.
The updated app delivered an 11.5% increase in average weekly sales in 2021 year on year, and monthly average users went up by 17% for the same period.
Domino’s and Apadmi continue to work together, both as a collaborative product team of developers, designers and testers focusing on feature development, as well as app store community management and ongoing optimisation through Apadmi's product marketing services.
The app has won the following Awards