Reference no: EM132651850

Domino's thrived during the pandemic by having perfected order-in and delivery through intensive innovation. Domino's is among the firms that invested in technology and are now thriving in a time of touchless transactions, robotics, and online commerce. "All that work of the past decade has got us to a pretty good place for using technology to pivot to a new function on the fly," said Dennis Maloney, the company's chief innovation officer. Maloney said order time reached its minimum with "zero click ordering": Open the app, do nothing and in 10 seconds your favorite pizza is ordered.

Classroom Application: The Domino's story illustrates the role of technological innovation in strategic advantage and the vital importance of mastering and developing in-house technological innovation. While many restaurants depend on multiple systems from outside suppliers for technology such as online ordering, Domino's developed its own, single proprietary point of sale system for all of its stores.

Questions:

1. Why has Domino's thrived during the pandemic?

2. Which innovations have they been able to roll out during the crisis?

3. How did Domino's get into the position of being so able to respond well to the challenges of the pandemic?

4. Was it all luck? If not, which strategic decisions had Domino's made that gave them a strategic advantage?

5. More generally, what does the Domino's story teach us about the role of technological innovation in strategic advantage?

6. What are the general lessons about the relationship between technological innovation and strategic decision-making that one can derive from the article?

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