Domino’s: It’s not as simple as ‘we’re digital so let’s spend all our money on digital’

A strategy of targeted sponsorships, above-the-line advertising and digital investment is helping Domino’s stay ahead of the pack in the pizza delivery market.
A seamless delivery experience is core to the business’s success so it has been investing heavily in improving the service, installing GPS in half of its stores and creating an online tracker that maps the driver’s route, crucial developments given that four-fifths of Domino’s sales come through digital channels.
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