How would you improve Dominos Pizza

Domino’s Pizza Enterprises delivers in record time with AWS for predictive orders

Develop an Accurate Predictive Ordering Solution with AWS

Domino chose Amazon Web Services (AWS) and Max Kelsen, a consulting partner (specialist) in the AWS partner network (APN), to help develop the predictive ordering solution. “We knew we needed a smart, precise system, and we liked what we saw in AWS machine learning technologies,” said Gillespie. "It was clear to us that with AWS Services we could develop a solution that would give our stores a glimpse into the future by predicting which pizzas would be ordered next."

The company created a data lake from important order information. It used the Amazon Simple Storage Service (Amazon S3) for data storage and AWS Glue for data retrieval. It also uses Amazon SageMaker to develop and train machine learning models to predict the likelihood of an order being placed. This allows a branch to start preparing the order shortly before it is placed.

For testing purposes, Domino’s initially made its predictive ordering solution available in some of its branches in Australia. The store employees were able to display an order screen, on which certain pizzas were displayed with different color indicators. These indicators showed the likelihood of ordering the respective pizzas. “This is not about baking pizzas and leaving them in a hot box for half an hour. We work in such a way that they come out of the oven and are ready when an order is placed, ”says Gillespie.

The company improved the solution during the test phase to prepare it for a larger market launch. Then Domino’s started deploying the solution in branches in New Zealand, France, the Netherlands, Japan and Germany.

From order to delivery in a maximum of 10 minutes

By using this AWS-based solution, Domino’s has given its branches a tool with which the pick-up and delivery times for customers can be shortened. In 2019, for example, a Domino’s branch in Australia had average delivery times of less than 5 minutes for an entire week, from order to door. “It's fascinating that nothing changes from the customer's point of view, except that everything can be much faster after the order is placed,” says Gillespie. “Thanks to the improvements that we introduced as part of the 3TEN project, our customers get their pizza faster, hotter and fresher. The predictive ordering solution that we developed with AWS plays a major role in this. "

Domino’s creates a competitive advantage in the market. "When our customers are hungry, they are hungry right now, and we want to have their meal delivered to them as quickly and safely as possible," said Allan Collins, Domino’s chief marketing officer for Australia and New Zealand. “That is our unique selling proposition. Some of our competitors still take 45 minutes to an hour to deliver an order, while we can have a pizza delivered in no more than 10 minutes of ordering. Our customers are of course impressed. "

Fast, easy deployment to franchisees

Another advantage is that franchisees do not have to be trained in how to use the solution for a long time. “One of the things we always try to keep in mind when developing technology is ease of use: the technology has to be accessible and easy to implement,” says Gillespie. “We knew that if there were roadblocks to deployment, the rollout would be challenging.” Domino's technology team worked closely with the operations team to ensure a smooth rollout, with all new processes seamlessly integrated into existing operations .

Make customers happier

The solution contributes to an increase in customer satisfaction. "Our data shows that the stores with shorter pick-up and delivery times have higher levels of customer satisfaction," says Collins. "And these customers are more likely to order again and recommend us to others."

Domino’s has made the solution available in a number of other countries. “Working with AWS was excellent. The company helps us bring a new, unparalleled level of service to our customers, ”said Gillespie. "In addition, we hope that what we have achieved so far with AWS can be improved even further in the future."

For more information, visit aws.amazon.com/sagemaker and aws.amazon.com/travel-and-hospitality.


Via Domino’s Pizza Enterprises Limited

Domino’s Pizza Enterprises Limited, based in Brisbane, Queensland, Australia, is the largest pizza chain in Australia and the world's largest franchisee of the Domino’s Pizza brand. The company operates more than 2,600 branches in Australia, New Zealand, Belgium, France, the Netherlands, Japan, Germany, Luxembourg and Denmark.

Benefits of AWS

  • Helps Domino’s branches achieve their pizza delivery destination in a maximum of 10 minutes
  • Provides an accurate predictive ordering solution quickly and easily
  • Enables quick, easy deployment to franchisees

AWS services used

Amazon SageMaker

Amazon SageMaker is a fully managed service that enables any developer and data scientist to quickly build, train, and deploy machine learning (ML) models. SageMaker eliminates the toughest tasks in every step of the machine learning process to make building high-quality models easier.

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Amazon S3

Amazon Simple Storage Service (Amazon S3) is an object storage service that offers industry-leading scalability, data availability, security, and performance.

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AWS Glue

AWS Glue is a fully managed extract, transform, and load (ETL) service that makes it easy for customers to prepare and load their data for analysis.

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First steps

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