How Domino's repositioned itself from pizza delivery to mealtime solution

This article examines the journey undertaken by the UK branch of pizza brand Domino's as it reacted to the rise of brands disrupting the food delivery sector by reimagining itself as a digital-first mealtime solution.

How Domino's repositioned itself from pizza delivery to mealtime solution

Ben Essen iris

Domino's reacted to the new food delivery competitors by repositioning from pizza to a full mealtime solution for specific occasions, days of the week and TV viewing events, with new products, an easy order app and a new social marketing strategy.

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