Ann Arbor, Michigan, US | Domino's Pizza stock price reached $3 after a peak of $33 in 2007. The brand is under attack from customer criticism: "The crust is like cardboard”, market share is falling to competitor Pizza Chains. The traditional brick-and-mortar model for selling Pizza is not delivering value to customers as it used to do before, the company is in serious trouble.

What would you do?

It's 2010, enters Patrick Doyle, fearless leader that favours honesty and hard-work over corporate politics. Admits the company is not doing well, apologises and starts a close collaboration with customers to transform Domino's business model, leveraging all the resources available. 

The core of the transformation: customer satisfaction. The main tool: technology. At the end of the day, it is 2010, the internet revolution is well under-way and new technologies like mobile and AI are starting to emerge.

What changed? Domino's Pizza becomes a digital-first pizza company. Customers can order via web, mobile, social media and even Alexa (!!!) to make it very fast and convenient. AI-forecasting allows stores to pre-make popular items to improve kitchen operations and customers to get more personalized offerings to increase loyalty. 

The business impact? Patrick Doyle has transformed Domino's Pizza from an undifferentiated brick-and-mortar shop to a tech-driven market leader, the world's largest pizza reseller. Better customer satisfaction, brand loyalty and operational efficiency led sales from $1.4Bn in 2008 to $3.4Bn in 2018, when Doyle's leaves the company. As of today, Domino's makes $4.7Bn in revenues, 90% of the company's sales are through digital channels, but more importantly the digital transformation made its operating margin grow from 13.4% in 2010 to 18.6% allowing for a more robust and competitive business