Domino’s “revolutionary” new twist on martech

Domino’s, the pizza chain, has pursued digital innovation to such an extent it could now reasonably be described as a technology company.

Domino's has pursued digital innovation so relentlessly that Karen Kaiser, its VP/Advertising, contends there's now an open debate about what kind of company it really is: A pizza chain or a technology pioneer?

In transforming its online experience through new visualization and tracking tools, as well as partnering with Ford, Apple, Twitter, and other enterprises to create a nearly frictionless ordering experience across a range of platforms, Domino's has become one of the top five digital transaction firms, alongside tech giants like Apple and Amazon.

The transformation at the 57-year-old organization, which has more than 14,400 franchises around the world,...

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