Domino’s Pizza & Rackspace: multichannel retailing from a single cloud
But right now we’re feeling just a little more freshly baked than usual, as we celebrate the fact that Domino’s Pizza is using Rackspace hybrid hosting services to run its public-facing customer order site www.dominos.co.uk.
With its online payment gateway, corporate email, back-office systems and company intranet all linked through RackConnect, Domino’s is underpinning its current rapid growth (in 2011, Domino’s online business increased 43% year-on-year) on our ability to help keep all the business ingredients freshly chopped, chilled and channelled in the right direction.
Domino’s is the UK and Republic of Ireland’s leading pizza delivery company with over 730 stores. The key to its dramatic growth and unrivalled success has been its multichannel retail strategy, with online sales working alongside in-store sales, and a multiplicity of different ‘in-venue’ retail location stores of all shapes and sizes.
But Domino’s has come to work with Rackspace at an important time in terms of information technology, and the firm tells us that today online accounts for over half of UK delivered sales.
Domino’s IT Director Colin Rees said “As at 24 June, more than 52% of our UK delivered sales were taken online, so having a reliable hosting solution is absolutely essential, if not critical, to our ongoing business success. I was very aware that to maintain our current growth trajectory, and to keep improving our customer experience, we needed to outsource our hosting infrastructure. This is particularly critical as we aim to have over 1200 stores in operation in the UK and Republic of Ireland by 2021.”
Domino’s has found the answer to its retailing business plans in Rackspace Hosting’s RackConnect solution. RackConnect will enable Domino’s to select which applications are placed where in the managed hosting infrastructure. For example, business applications that require a particularly high level of security, such as their Ecommerce platform, can be hosted on highly secure dedicated physical hardware.
Do you want garlic bread with that?
Domino’s now has plans for additional extras. The company says that it will use the on-demand scalability of the Rackspace Cloud for developing new smartphone or tablet applications, or scaling up by adding new virtual servers to handle the increased traffic demands of a huge digital marketing campaign.
As a precursor of things to come, Domino’s launched iPhone and iPad apps. These include a unique slot machine feature: if a customer is unable to decide which toppings to have on their pizza, they can shake their phone and let the app choose for them! They can then press hold and keep the selection, or shake again until the right combo is chosen – of course you can choose manually too. The app recently won Best Food & Cooking in the 2012 Carphone Warehouse Appys Awards. These tasty apps are now also available on Android and Windows Phone 7.