In our project for Jubilant foods, through deep involvement in the existing mechanisms of the company, we investigated the semantics of the existing Domino’s experience. We divided the organisation’s service delivery systems into Phone, Dine-In, and Digital as each are core components of the company and have their own nuances and idiosyncrasies that needed to be investigated and reimagined in their own way. During our research key questions came up: What does the new and evolved diner need? In an age of speed, how much time must be spent in an order?
We looked at the holistic picture, at all the people involved in the Domino’s process - and realized – to truly innovate the process requires addressing all aspects of it. Long waiting times, lack of menu recommendations, illegible or unintuitive names for pizzas, unclear language at the back-end of pizza production – were some of the gaps in the process that we found during research. Taking into consideration that Domino’s Pizza in India is the fast growing Domino’s in the world, we looked not to detach from its history, but rather build within an already established legacy.