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, is profound enough that a J.P. Morgan analyst wrote, "We have found ourselves describing the 'new' Domino's as a technology company disguised as a marketing company disguised as a pizza company."

And Kaiser told delegates at Advertising Week 2017 in New York that these changes have become a fundamental part of Domino's identity, as shown by the fact it seems to spend as much time promoting its integrations with various technologies as it does championing its pizza. "We look at innovation as marketing," she said.