
338 Restaurant Franchising
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Most retail concepts don’t know who their customers are. At
Domino’s Pizza, we know every one of our customers by name,
phone number and address—and their order history. It’s a tre-
mendous marketing advantage to know who your customers are
on a household-specific basis. This is a crucial point of differenti-
ation for our brand and company.
The future is connecting technology and delivery. The old
way consisted of using maps on store walls, customers ordering
by phone and paying by cash only and then being left wondering
when their pizza would arrive. The world we live in now allows us
to print delivery maps with each ...