Domino’s Moving Mobile Magic Driving ‘New branded Electricity’

Brand relevance is important for any chain restaurant.  Staying a customer ahead is one thing all food companies would like.  There is one company that continues to excel edifying the brand with customer relevance and that company is Domino’s Pizza according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Domino’s ability to leverage technology and partnerships in building ‘new branded electricity’ that continues to lead the foodservice industry.

Focusing on consumers, Domino's Pizza knows that some people practically live in their car, so why not make the car a great place to order pizza? Domino's has a new partnership with Xevo Inc., the global leader of in-vehicle commerce and services for automakers, to launch the latest AnyWare pizza ordering platform pre-loaded in cars. This new in-vehicle Domino's app is powered by Xevo Market, an automotive commerce platform for connected cars will create ‘new electricity’ according to Johnson.

Chris Roeser, director of digital experience at Domino's stated "At Domino's, we want pizza ordering to be simple and always within reach, no matter where a customer happens to be," .."This new AnyWare platform will make ordering pizza easy, whether you're in the car waiting for the kids to finish soccer practice or you're on your way home from work."

Here is how it works, customers will be able order their Domino's favorites with just a few taps on their vehicle's touchscreen. Once the customer is logged in, they can save time by ordering their Easy Order or most recent order, and then track it with Domino's Tracker, so they know when it's out of the oven. Customers can locate their local store and call in an order from the in-car interface as well. The Domino's ordering feature will be automatically loaded on millions of cars with the Xevo platform starting in late 2019.

How is your brand building new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new menu related products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, free food / sampling, toy’s, beer, developing brands, unique urban clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant