Same day delivery is an outdated concept for Domino's Pizza. For years, the pizza chain delivered pizzas to customers within thirty minutes. By improving processes - both in-store and at delivery - it managed to reduce the delivery time to an average of 21 minutes as well as significantly improve its NPS. At the e-Delivery event in Utrecht, Chief Marketing Officer Nicky Claeys How technology helped them do that.
The first edition of the e-Delivery event took place at the Van der Valk in Utrecht on 28 March. Companies such as Zalando, bol.com and Coolblue explained how they distinguish themselves through customer-oriented logistics. A fast-food chain like Domino's Pizza seemed a bit of an oddity in that list of speakers, but the opposite turned out to be true: through customer-oriented logistics, Domino's Pizza managed to improve customer satisfaction (Net Promoter Score) by 30 per cent. Claeys on the steps Domino's Pizza took to achieve this:
- Ordering via app or text message
Whereas customers used to have to call Domino's Pizza to order pizza, they can now place an order on any device. "Of course, this is quite logical in this day and age," acknowledges Claeys. Through the app, customers can create their own pizza. By sending a text message, they can even reorder their old order. - Order anywhere
An option offered by many meal delivery companies today: GPS-based delivery. Customers can have the order delivered to their exact location. This can be at home, but also, for example, in the park. - Domino's Pizza tracker
Domino's app allows customers to see where their pizza is and how long they have to wait. Claeys: "That was information we already had, but have now unlocked to the customer. It has significantly increased the Net Promoter Score (NPS))." Here, the knife cuts both ways, as the GPS tracker allows Domino's to analyse routes and monitor agreed procedures with regard to speed and safety. - Lockers
The pizza chain also tries to eliminate the perception of waiting time by placing digital lockers in the shop. Customers who come to collect their pizza no longer have to join the queue, but are notified when their pizza is ready and walk straight to the locker. - E-Bike
Domino's' old delivery scooters have largely given way to electric bikes. Claeys: "50 per cent of the delivery drivers ride e-bikes. That doesn't contribute to speed, of course, but it does improve our reputation."
Saving time in shops
Customers in the Netherlands today have to wait an average of 21 minutes for their pizza from Domino's. A significant part of the time saved by Domino's was achieved in preparing the pizza. "The speed is in the shops. Everything is now precisely timed and prepared. When the pizza is ready, a delivery driver is ready immediately who knows where to go, and doesn't have to look up the route again."
Delivery time of 9 minutes
For delivery, Domino's Pizza maintains a delivery time of nine minutes. GPS plays a role in this, but also the density of branches. Domino's has 266 shops in the Netherlands, meaning consumers are usually within a 3 to 5 kilometre radius of a branch. With a view to the chain's expansion plans, the delivery time may become even shorter; Domino's Pizza is aiming for 400 branches in the Netherlands.
