In-store software slashes Domino's delivery times

Domino's Pizza says it has increased the number of orders leaving stores in less than 15 minutes by a third since rolling out new in-store software at the end of last year.

The Real Time system, which was piloted at 46 stores in the UK and Ireland last year and rolled out across the chain last November, has been credited with improving staff motivation and performance.

The benchmarking software, which Domino's claims is an industry first, links into existing in-store IT systems and allows staff, franchisees and head office to access real-time performance information from across the group.

The competition this has created between stores has led to a 33% increase in the average number of orders leaving stores in less than 15 minutes, despite the system being in place during Domino's busiest six‑week Christmas period yet, when sales jumped 13.1% year‑on-year.

Domino's performance figures show that stores with the quickest delivery times have the highest levels of repeat ordering and strongest like-for-like sales growth.

Patricia Thomas, operations director at Domino's, said: "When our customers order, they're hungry. We recognised that driving out-of-the-door times had a direct impact on customer satisfaction and sales."

The company's Out-The-Door Elite members - stores that deliver 75% of their orders in less than 15 minutes - more than doubled in the fortnight after Real Time's launch, from 40 to 90. Stores consistently among the Elite have seen double the sales growth of those outside, according to Thomas.

Other benefits include improving franchisees' ability to react to changing circumstances, for example bringing in more delivery staff at one of their units if demand is negatively affecting delivery times, she said.

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by Chris Druce

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