
We had expected to open 40 stores in FY22,
but some have moved into Q1 23, largely
driven by a delay in planning consents.
We have supported our franchise partners
throughout the year with an enhanced food
rebate mechanism, the national roll-out of the
delivery charge and we were delighted to
organise our first rally since 2018 in Harrogate
for our franchise partners and colleagues, of
which more than 1,400 joined.
We have introduced a new Operations forum
and launched the Franchisee Performance
Management framework. This framework is
designed to assess store performance across
the system and identify areas for improvement.
We also launched the Domino’s Training
Academy which provides management
training to team members using a balance
ofe-learning and classroom exercises.
Looking ahead to FY23
We are pleased with the strategic progress we
have made and are resolutely focused on
accelerating the execution of our strategy at
pace. As we move into FY23, there are five key
enablers which will drive this acceleration:
1. Franchisee profitability and organisation
Our priority this year is to focus on improving
our franchise partners’ store profitability.
We will do this by working with our suppliers
looking for efficiencies; continuing to invest in
growth in line with the framework we agreed
with our franchise partners in December 2021;
developing revenue management initiatives
and driving operational efficiencies.
Domino’s is a digital business, and, in the last
two years, we have built significant capability
in areas such as data, digital and marketing.
We are now focused on accelerating the
execution of our strategy to deliver
sustainable growth. We have recently taken
steps to become a leaner, smarter and faster
organisation. The Executive leadership team
has been reshaped, allowing for faster
decisions to be taken and removing
complexity, and we look forward to the
benefits this will bring to the Domino’s
system.These changes have been made
withthe goalof focusing on our franchise
partners’ profitability.
2. Value for Money
Our aspiration is to return our delivery orders
to growth in FY23 and reduce the average
delivery time for our customers from the
current figure of around 26 minutes.
Improving our customer service is key to
achieving this goal. Our customer service
performance, including average delivery times
and percentage of deliveries on time,
improved significantly in Q4 22 relative to Q4
21. We continue to improve our delivery
experience for our customers and franchise
partners. In FY22, we rolled out our enhanced
GPS solution to 777 stores and we are
targeting full deployment by the end of 2023.
This will help store managers manage labour
through more efficient driver route planning
and better co-ordination with the store, as
well as allowing drivers to use their own
device. It also enables customers to see
exactly where their order is and provide an
accurate delivery time. We are working
closely with our franchise partners to ensure
that customer service continues to improve.
We will continue to amplify our value message
through national campaigns and continuing
our menu innovation. As with 2022, we believe
this will be particularly important in a year
when consumers are experiencing cost of
living increases. Alignment with our franchise
partners has also enabled us to undertake
national value campaigns and we have
continued these in FY23 with the ‘Price Slice’
deal with £8, £10, £12 price points for small,
medium and large pizzas. We are planning an
exciting range of value deals throughout FY23.
We aim to attract new customers through
astrong pipeline of new pizzas, sides and
desserts, and to increase order frequency
through innovation of our core menu. We
continue to see a significant opportunity to
drive an increase in collections to accelerate
our growth. Highlighting the value message
tocustomers will be key in 2023.
3. Digital
Personalisation is at the heart of our digital
strategy, and we recently began more targeted
personalisation, using our data science team to
test initiatives such as reminders for customers
on their preferred order day and personalised
segmentation based on dietary preference.
Enhancing and broadening our personalisation
will enable us to drive growth through an
enhanced food-ordering experience.
We are also focused on optimising marketing
efficiency to enable customers to find the
Domino’s brand. We ensure that we have top
listings and visibility on Google, and are in key
digital and social media channels, with a
specific focus on app marketing.
Attracting more customers to the app
continues to be a key focus in 2023 and we are
very pleased that in the first ten weeks of Q1,
new app customers are up 46%. We aim to
increase app customers and drive
improvements in conversion and frequency.
Our investment in a new ecommerce platform
underpins our digital strategy as we transform
to being a truly ecommerce business.
4. Convenience
We have made a strong start to the year with our
store openings programme, and we are targeting
a mid-single digit percentage point increase in
the store estate in FY23. We start FY23 with a
significantly stronger pipeline than in FY22, have
opened seven stores this year vs. five in the
same period last year. We remain on track to
open at least 200 stores over the medium term.
Having undertaken a full roll-out on Just Eat
atthe end of FY22, we are also focused on
continuing to drive incrementality from being on
the Just Eat platform and, in FY23, look forward
to a full year benefit of being on theplatform.
5. Technology Platform projects
We are focused on the development of our new
ecommerce platform which will deliver
significant benefits to our franchise partners and
ultimately provide an enhanced experience for
our customers. The new platform will provide
uswith a scalable and best in class e-commerce
back end. It will enable us to deliver
improvements quickly andsignificantly more
cost efficiently than ourcurrent platform, and
future proofs our e-Commerce platform for new
developments. This will also enable more agile
marketing andpromotions to be put in place,
build a future-proof platform for our next stage
ofgrowth and enable us to introduce a
loyaltyplatform.
We have also begun work on a new ERP
programme which will enable us to improve
processes and efficiencies across our business,
including generating efficiencies in our supply
chain. Our current ERP has been in place since
2016, and since that time, the business has
scaled up significantly and requires this
additional support together withalignment
11Domino’s Pizza Group plc | Annual Report & Accounts 2022
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