Domino's CEO David Wild presented on the journey his organisation has been on as its customers are increasingly ordering online and via mobile devices.

1. The Domino’s Journey
David Wild
Chief Executive Officer

3. 451 501 553 608 665 720 787 835 872 931 1013
200
400
600
800
1000
1200
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Store count (continuing operations)
240.1 296.3 350.8 406.9
485.3 530.6
598.6
668.8
766.6
877.2
14.3 18.8 23.7 30.0 38.0 42.4 47.2 47.9 55.5
73.2
-30
20
70
120
0
200
400
600
800
1000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
System sales & Group underlying operating profit (£m)
Group system sales Group underlying operating profit
Note: System sales and Group underlying operating profit includes German operations until 2014. 2015 excludes Germany. 53-week period in 2012 is unadjusted.
Group Ten Year History: Store Count, System Sales and Group Profit

4. In 2015 we generated £574.3m on-line sales
2013 - £100k per 13 minutes
2013 - £100k per week
2001 - £100k per month
1999 - £100k per annum
Digital Content
Tablet App
Mobile App Mobile Display
Mobile web Social
2015 - £100k in 7 mins
Q1-3 2016 was 23% up on 2015

5. We have generated £763m from mobile commerce in six years
Q1-3 2016 was a further £323.4m

6. Summary
• On-line is key to business growth in
Domino’s
• Customers do not recognise
channels
• Transition shows no sign of slowing
• New entrants eg Just Eat, Deliveroo
fuelling trend
6

7. Simple customer insight
CONVENIENCE IS KING CUSTOMER IN CONTROL TOP OF MIND
7

8. Meet Dom, our new pizza tracker
• Increased personalisation and personality
Introduction of a new animated character, “Dom”
Bespoke content for each stage
• A uniform ‘look and feel’ across all platforms (web, iOS)
Delivered digital innovation
Journey to “One Touch”: Easy Ordering
Prompt to register
Save payment cards
Create favourite basket
“Easy Ordering” and “One Touch” concept available via website, app
and smartwatch

9. • Sponsorship of the X Factor app continued
our relationship with Saturday night
£2.3m media value
2.4m downloads
1.4m Domino’s games played
• Media presence on key dates for customers
(Valentine’s Day, April Fools’ Day)
• “Beat Team Domino’s” FIFA campaign for
Xbox gamers and “Trymendous Ticket
Giveaway” for the Rugby World Cup
• Regular content created to support key
passion points (football, gaming, movies and
TV)
Using digital to Stay ‘Top of mind’

10. Implications for Leaders in Multi-site businesses
• Be a learning leader with blinkers off and wide purview
• Think as a customer – be a customer – talk to digital natives
• Use data to drive decision-making in active ways
• Do not resist change – update infrastructure boldly
• Be open to new ideas – accept failure risk
• Understand Cyber risk and be prepared for disaster

11. Lessons learnt at Domino’s
• Organisational not departmental priority
• Accelerate change – do not resist the inevitable
• Balance digital marketing with traditional marketing
• Be bold!

12. Q & A