Domino’s Pizza

Case Study
Domino’s sizzles with Pizza tracker

Q1: What kinds of systems are described in this case? Identify and describe the business
processes each supports. Describe the inputs, processes, outputs of the system?

Answer:

Domino’s Pizza is a leader in pizza delivery and carryout, more than 10,200 stores in more than
70 international markets. Domino’s Pizza makes and delivers more than 1 million pizzas a day
worldwide. Its store servers are critical to receiving orders, taking payments, scheduling staff,
and every other aspect of store operation. The system which are being used by Domino’s
described in this case are:

1. Domino’s have Transaction processing system which is type of an information system for
business transactions involving the collection, modification and retrieval of all
transaction data. Characteristics of a TPS include performance, reliability and
consistency.
2. In 2000, Domino’s developed a proprietary point-of-sale (POS) system called Domino’s
Pulse that replaced the green-screen system with a powerful, graphical interface-based
program that computerized nearly all aspects of store operation, from inventory to order
taking to staff scheduling. Employees grew so dependent on Domino’s Pulse that many
could not function without it. If the computer went down, some stores actually closed
their doors.
3. They have Online ordering system which includes Pizza Tracker. This system allows
customers to watch a simulated photographic version of their pizza as they can customize
its size, sauces, and toppings.
4. They have Online Polling system through which they can continuously upload
information from local stores.

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Systems Supports Business Process

Transaction Processing System

Pulse Evolution Improve customer service, reduced mistakes, shorter training

times, delivery driver routing system, sales figures
Online Ordering System

Online Polling System

System Process

Systems Input Process Output

Transaction processing system Capture data about customer
Record these data, and store Documents such as
orders, purchase orders etc
it in host machine income statement, sales
figures and
customer information
Online Ordering system Taking online orders Making pizza and Pizza delivered
providing online status
of pizza ordered
Online polling system and Overcome its reputation for Improved ingredients and Online orders account
Pulse poor quality of home delivered freshness of pizza, for almost 20% of all
pizza implementing pulse, online domino’s orders
tracker and polling

Q2. How do these systems help Domino’s improve its business performance?

Answer:

Using Information systems Domino’s has improved its business in following ways:

 Strengthen its online business through new levels of customer interaction and
understanding
  Resolve IT issues by collecting, indexing and monitoring machine data and reports
upfront savings of more than $300,000 by replacing legacy technology
  Domino's uses these systems to visualize business sales trends across geographical
locations such as orders per minute, numbers of transactions per store, what types of
pizza and other food items customers order and what coupons they may be using to do so
  IT team can track and create marketing reports about what types of devices - whether
iPhones, Androids or Kindle Fires - are being used to place orders. With this knowledge,

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Domino's can better determine where and when it may be more lucrative to run
promotional campaigns
 They can make real-time business decisions based on actual customer ordering actions
and behaviors
 The company saves money by reducing software licensing costs and IT management
costs: it is managing 15,000 servers across the United States with just two IT staff
members.

Q3. How did the online pizza ordering system improve the process of ordering a domino’s
pizza?

Answer:

Online order is made either by telephone or over the internet to the pizza chain, in which the
customer can request pizza type, size and other products alongside the pizza, commonly
including soda beverages. Ann Arbor-based Domino’s Pizza is restructuring its information
technology operation and hiring 30 tech workers as it reconfigures its online ordering system.
Online ordering now represents 20 percent of Domino’s orders, up from a nominal amount just a
few years ago. The UK's biggest pizza delivery firm reported a 17.8% year-on-year increase in
total sales for the 13 weeks leading up to Christmas, with its online business growing by 63% to
£128m. The online system allows users to customize their toppings and track their order from
oven to point of delivery.

• Allows customers to watch a simulated photographic version

• pizza as they customize its size, sauces, and

toppings

• The image changes with each change a

customer makes

• Ordering progress can be viewed by pizza

tracker

• Pizza Tracker displays a horizontal bar that

tracks an order’s progress graphically

Q4. How effective are these systems in giving Domino’s a competitive edge? Explain your
answer?

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Answer:

The company's improved business processes are becoming a source of competitive strength.

• Systems enable the company to innovate and execute its operations more quickly than its
rivals

• Business processes are automated which changes the flow of information and makes it
possible for more people to access and share information.

• The technology is also supporting new business models like the online pizza ordering
system.

• Pizza Hut and Papa John's have online ordering capabilities, but they lack the Pizza
Tracker technology.

• Domino's Pizza Tracker gives customers personalized tracking of the status of their order.

Visit Domino’s website and answer the following questions:

1. What steps does Pizza Tracker display for the user? How does the tracker improve
customer experience?

Answer:

Ordering pizza online provides an alternative to calling in an order or ordering at a physical

location. Using the Domino's website, customers may place an order in a matter of minutes.
Once you have placed an order, you may track it using the Domino's Pizza Tracker. This will
allow you to chart the progress of your order, from the time of preparation to delivery.

View the Pizza Tracker. There are five different areas on the
tracker: "Order Placed," "Prep," "Bake," "Quality Check" and
"Out for Delivery." As the order is processed, the five areas
will fill up in red, indicating the progress of the order. Once
the "Out for Delivery" portion has filled, your order will be
ready. If you chose "Carryout" your order is ready for pickup.
If you chose "Delivery" your order will be delivered shortly.

2. Would the Pizza tracker service influence you to order

pizza from Domino’s instead of competing chain?

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