Domino’s Pizza missing the point in Omni-Channel Marketing

Dominos Pizza Jubilant FoodWorks is missing the point on Omni-Channel Marketing. Here is the real-time case study, which happenned on Feb 1st 2017 evening.

The customer (Say the name is Raja) is in a dinner with his office colleagues in Barbeque Nation and his family was at home waiting for him. While they wait, they also would like to order and have something from home and have dinner. So his wife decided that they need a pizza. She calls her husband and asks him to order the pizza!

Raja tries to get the phone number of the local area Domino’s pizza near his home. Googled, and found a number which was not-reachable. Inconvenience number 1.
Learning from Inconvenience: Valid numbers should be placed in Internet. A possibility of missing a sales from any customer. Customer could have moved to Pizza Hut at this point.

Raja cannot go in person to buy and deliver, so going in person option is ruled out. Raja decides to make an  online order. He opens up dominos website and orders online and he was able to successfully place the order. He was happy and continuing his dinner at Barbeque Nation Restaurant.

Raja got a call from a landline number and he was told his order is cancelled from Domino’s shop, because he ordered the pizza in a different area and not in the location near his home. Raja asked the attendant if there is a way to transfer the order to the local shop in his home location. The domino’s attendant told sorry for the inconvenience and this order has to be cancelled and cannot execute this order. Inconvenience Number 2 and this is a major one.

Learning 2 from the Inconvenience:
Domino’s should have had an option to seemlessly deliver to the customer. Raja’s concern is that he ordered pizza via domino’s dot com only and not in any other website. Domino’s should be able to give a easy customer friendly interface and experience in all the mediums of the touch points like phone call, SMS, Internet etc.,

Is Domino’s listening? Will it change for better to achieve – Omni-Channel Sales and Marketing?

If any questions and/or any help, please call us MAAYAA MARKETING SERVICES, an Omni-Channel Marketing Company +91-9566606771 or email to


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