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Domino’s Uses Personalization to Fix Slumping Sales Growth

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Domino’s Uses Personalization to Fix Slumping Sales Growth

Domino’s is meeting a customer need for more personalized product options as it works to boost same-store sales growth, the company’s new CEO, Joe Jordan, said Tuesday (Oct. 13) during a third-quarter earnings call.

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Jordan, who was previously chief operating officer and president of Domino’s U.S., became CEO and joined the board of directors Oct. 1 upon the retirement of Russell Weiner, who transitioned from CEO to executive chairman designate.

During his first earnings call in his new role, Jordan said he was “most excited” about a new product called the Domino, which launched Aug. 31. The Domino is a rectangular, two-slice pizza made for one and provides a way for each person to have a pizza with the toppings they want, even when part of a group that is sharing a meal, the company said in an Aug. 11 press release.

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Jordan said the insight behind the Domino is that it meets a customer need in the quick-service restaurant (QSR) category that Domino’s calls the “me/we occasion,” where people can each have their individual choice while enjoying a meal together.

“Across QSR, consumers increasingly expect individual options, even when eating as part of a group,” Jordan said.



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