Pizza Hut was the world's No. 1 pizza chain, based on revenue, until now. Domino's passes it with help from a relentless pursuit of digital technology, reports Frank Witsil of the Detroit Free Press.
Domino's gets more than 60 percent of sales through digital apps, Facebook Messenger, voice recognition and other digital tools. It's also working on automated pizza delivery with drones and driverless cars.
"We used to be a pizza company that sells online and we needed to become an e-commerce company that sells pizza," Dennis Maloney, Domino's chief digital officer, tells the Free Press. "That was one of the big ah-ha moments that caused a lot of conversation within the company."
The company is using:
- An app to track a pizza is while en route to you.
- A Siri-like voice recognition system, nicknamed Dom.
- The ability to order on just about any digital device and platform.