The launch of Dominos iPhone app resulted in over $2 million in transactions in the first 3 months and over 350,000 downloads in the first year.




Domino’s wanted to take online ordering to a new level and give customers the chance to order anywhere, anytime from the palm of their hand. Domino's Pizza CEO Don Meij described the vision for the iPhone App development – it would be like having a Domino’s Pizza store in your pocket, giving customers the freedom to browse the menus, selecting new offers and arrange a timed order.


Domino’s inflexible technology ecosystem was restricted by an architecture that required pricing, menu and ordering information to be executed through a single point in real time.


The business needed to be able to simultaneously implement new business model elements (pricing, ordering, store specific menus) while rolling our new digital ordering platforms. The 630 stores each had an installed element of the ecosystem that interfaced directly with the limiting single point which complicated the project.


Speedwell worked with Domino’s for the best part of a decade in all aspects of digital design, web development, mobile app development and social integration.


The success of the solution offering encompassed several factors including: effective collaboration between delivery partners; build services such as user experience (UX) design and content management; operating and support tasks such as social media management, content production and service desk support; 3rd party hosted system integration.


Launched November 2009, the iPhone application completed over $2 million in transactions in the first 3 months, with over 350,000 downloads in the first year. The solid architecture, simplicity of user interaction, and scalability of the mobile solutions enabled Domino’s to leverage their market position and has cemented themselves as leaders in digital commerce.


‘PIZZA CHEF’ iPad application


2012 saw Domino's release a dedicated iPad application called 'Pizza Chef'. The interactive application allows customers to create their own pizza by selecting their favourite crust, sauce and toppings. Other features include entertainment options available to enjoy post purchase. The application has been a huge success, and peaked inside the Top 10 Free iPad applications in the iTunes App Store when released.

  • Iphone app development
  • User Experience (UX) design
  • Content production and management
  • Social media management
  • 3rd party hosted system integration
“Consumers can now order pizza from any internet-enabled device using Domino’s Mobile Ordering Site. Within one week of the site’s launch we recorded more than $1million in mobile sales.”

Don Meij, CEO

Dominos Pizza


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