Domino’s Pizza dominates the digital fast-food landscape with launch of new app

10th June 2021, 2:22 pm

New app features push Domino’s mobile experience to the next level

The new UK and Ireland Domino’s Pizza app has launched to Android and Apple users, with a revitalised, customer-centric user experience.

The June 2021 launch brings brand new features to Domino’s pizza-loving user base, including light and dark mode views for greater funcitonality, Google and Apple pay integration, and increased order personalisation with a timesaving reordering feature.

The continued app innovation and marketing investment comes after the company reported a 20% increase in online Pizza orders during UK lockdown 3.0 compared to the same period in 2019.

Clive West, Group Digital Director at Domino’s said: “The Domino’s app is the driving force of our digital offering, with mobile sales growing 26.2% last year. Now is the time to really take our mobile app to the next level, with our customers expecting a more personalised experience and unique ordering features. It’s never been easier to order and collect your favourite pizzas from Domino’s and we’re proud to put our new and improved app in the hands of our loyal pizza fans”.

The launch also introduces their all-new, in-car collection service – a feature designed to limit contact in response to the Covid-19 pandemic. Customers can order, track and collect orders without leaving their vehicle.

Domino’s called upon mobile technology specialists agency Apadmi to reignite the existing fast-food ordering app. The new app has accelerated the pizza delivery expert’s approach to digital transformation by using data and insights to drive decision making and generate increased revenue.

Apadmi’s 200-strong team of mobile experts have been at the forefront of the development programme and will continue to work with Domino’s on further optimising the app and future feature releases.

Matt Hunt, Chief Client Officer for Apadmi commented: “Domino’s is the fast-food company of the future. Their eagerness to incorporate digital into each stage of the customer journey and to really push the boundaries of innovation through UX and systems integration has resulted in a high-performance, customer-focused platform which truly reflects the fast-food expert’s personality.” 

An extensive usability testing programme was carried out prior to launch to ensure the new app performs specifically to the needs of the Domino’s customer base, while continuing to drive sales conversions.

You can download the new Domino’s app via Google Play and the App Store.


For additional detail and information please contact:

Laura Lightfoot, Marketing Executive



About Apadmi

Apadmi is a UK-based development agency specialising in mobile-centric technology, with over 200 experts across UX, UI, systems integration, mobile app creation and web development.

Established in 2009, Apadmi’s clients include Argos, Co-op, Domino’s, SailGP, Wattbike, Charles Stanley, NHS and Chelsea Football Club. They’ve

been awarded Large Digital Agency of the Year at the UK App Awards for the last two years running.

The Apadmi mission is simple – to use technology to bring better and more intuitive experiences to mobile users, wherever they are and whatever device they choose.

About Domino’s Pizza Group

Domino’s Pizza Group plc is the UK’s leading pizza brand and a major player in the Irish market. We hold the master franchise agreement to own, operate and franchise Domino’s stores in the UK, the Republic of Ireland, Switzerland, Iceland and Liechtenstein.

In addition, we have associate investments in the holders of the Domino’s master franchise agreements in Germany and Luxembourg.


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