Domino’s Selects Elephant to Redesign Brand’s Digital Ordering Ecosystem

Domino’s Pizza Inc, the largest pizza company in the world, has selected IPG creative agency Elephant to reimagine the brand’s digital ordering ecosystem following a review led by Pile & Company. The redesign will modernise the ordering process, responding to emerging consumer expectations in leading eCommerce experiences, while highlighting the innovation and personality of the Domino's brand.

“Domino’s has always been a leader in the category and at the forefront of innovation, especially in the technology space where they pioneered digital ordering,” said Elephant president Cara DiNorcia. “We like partnering with ambitious brands looking to become even better. Working with an iconic brand like Domino's to create really meaningful change to their digital experience is exactly the type of complex challenge our team loves to tackle.”

Dominos’ online ordering drives over 80% of the business, so Elephant is bringing its expertise across brand and product experience to ensure the new ordering flow outperforms, infusing a grounding in research and elevation through brand personality.

“While our digital business is thriving and we are constantly testing and optimising the user experience, we believe that enhancing our digital ordering capabilities is the best strategy for continued success, especially as consumers' relationship with technology evolves,” said Christopher Thomas Moore, Domino’s chief digital officer. “We were impressed with the creative ideas that Elephant brought to table. The combination of the expertise from both Elephant and our agency of record, Work In Progress, has developed a vision and strategy that will elevate our digital experiences, making the process of ordering your favorite pizza even that more magical.”