Traditionally, the pizza business has relied on phone orders and walk-in customers. In Canada, advertising consisted almost exclusively of printed flyers and phone book ads. Not surprisingly, business growth was modest. In order to jumpstart sales growth, DPC recognized the importance of building a world-class digital presence and sought out HS2’s leadership in this area.
Recognizing the growing popularity and success of online ordering for Domino’s in the United States, Domino’s Canada decided to partner with HS2 to bring this capability to Canada. In 2008, HS2 launched DPC’s Online Ordering platform (OLO) at http://www.dominos.ca. In subsequent years, HS2 has executed against a strategic roadmap of eCommerce feature and platform expansion. HS2 designed, developed and continues to support DPC’s responsive desktop/mobile website, iOS and Android mobile apps, and customer data warehouse.
With the help of its eCommerce platform, Domino’s recently became Canada’s #2 pizza company. From $0 of online revenue prior to the launch of OLO in 2008 to today, where Domino’s considers itself “an e-commerce company that sells pizza”, DPC’s digital strategy has been a major driver of the company’s impressive business success.