Most companies focus on making the best product. Domino’s focused on making the fastest product.
And that changed everything.
The Pizza Wars of the 80s & 90s
In the 1980s, pizza chains were in a race for quality. Everyone wanted to be the “best tasting” pizza brand.
Domino’s? They realized something different:
People don’t want the “best” pizza. They want pizza NOW.
The Game-Changing Insight
Instead of competing on taste, Domino’s optimized for speed.
They focused on:
- Standardized production → Fewer toppings, simpler recipes.
- Delivery innovation → Created the 30-minute guarantee.
- Aggressive marketing → Sold convenience, not just pizza.
While everyone was fighting for taste, Domino’s fought for TIME. And they won.
The Domino Effect (Pun Intended)
But Domino’s didn’t stop at just delivering pizzas faster. They transformed how we think about delivering convenience.
Domino’s understood that they weren’t just in the pizza-making business; they were in the pizza-delivery business. This shift in perspective was a game-changer. To deliver convenience at scale, Domino’s knew they had to embrace technology. And that’s exactly what they did.
From online orders to AI-driven logistics, they didn’t just stop at making better pizza—they completely redefined how customers order and how they manage operations. They were as much a tech company as a pizza company.
Domino’s was bold enough to experiment with everything from ordering via Twitter or emoji, to integrating software and analytics at their core. This was a company that was redefining customer experience through technology.
Reinventing the Brand
In the early 2010s, Domino’s was in rough shape. The pizza was bad, and the stock was stuck. But Patrick Doyle, CEO since 2010, made a radical decision to embrace feedback—even when it wasn’t pretty.
In an unforgettable ad campaign, Domino’s accepted criticism directly:
“Worst pizza I ever had”; “The sauce tastes like ketchup.” Then, Doyle appeared in the ads, promised to improve, and worked tirelessly to revamp the product.
This wasn’t just about improving pizza; it was about reinventing the brand. By acknowledging their flaws, they sparked a huge transformation that not only improved the product but also elevated the entire customer experience.
Once they got the pizza right, they took it a step further and opened a store in Italy, the birthplace of pizza. This bold move showed they were serious about delivering a global brand—not just locally.
Innovating Beyond the Product
Domino’s wasn’t just focused on improving pizza. They reinvented the delivery process itself. In one of their boldest moves, they developed the DXP, a purpose-built pizza delivery car. This quirky, custom-designed vehicle wasn’t just about getting pizza to customers faster—it was about adding a new layer to their brand identity.
They didn’t stop there. Domino’s also experimented with drones and robots for delivery, proving that their commitment to innovation wasn’t just about technology, but about transforming the entire delivery experience.
The Power of Risk-Taking
Domino’s didn’t just win by being “good enough”—they won by being bold. They embraced a mindset that failure wasn’t a risk—it was part of the process.
In an industry where many are too afraid to move fast for fear of failure, Domino’s leaned into the discomfort. They understood that in a world of hyper-competition and nonstop disruption, playing it safe was the riskiest course of all.
They weren’t afraid to break the rules and take calculated risks. As Doyle puts it, “Failure is an option.”
And that’s the secret. Success isn’t about being the best. It’s about knowing what people actually want—and not being afraid to give it to them.
Lesson?
Most people would rather have an “okay” pizza in 20 minutes than a “perfect” one in 2 hours.
To succeed, you don’t have to be perfect. You don’t have to be the best. You have to be different. You have to be willing to break the rules and embrace the future.
Domino’s didn’t just disrupt the pizza industry. They revolutionized delivery, customer experience, and how a brand can evolve in an age of rapid innovation.
Break the Rules, Deliver What Matters
What Domino’s proved is simple: You don’t have to be the best at everything. You just have to focus on what truly matters to your customers—and make sure you deliver it faster and better than anyone else.
Embrace technology. Innovate in unexpected places. Reinvent your brand. And never be afraid to take a risk.
Because the truth is… playing it safe will only make you fall behind.