Domino’s orders Super Bowl stability
For a pizza retailer like Domino’s Super Bowl Sunday is the equivalent of Black Friday in terms of omnichannel traffic and order volume.
During the 2016 Super Bowl, Domino’s experienced considerably higher than usual order volumes across all channels - social, mobile, Web and in-store payments. Yet Domino’s avoided the embarrassment of any slowdown in order processing (as well as the Noid) in any channel.
“Our secure tokenization payment capabilities help to minimize friction for customers, and make it as simple as possible to check-out from any device or channel. So even on peak volume days, Domino’s can provide category-leading levels of customer interaction and stay focused on delivering satisfaction to its many customers.”
A key part of Domino’s strategy to ensure continuous, seamless order processing despite event-related spikes in volume is using the ACI Up Retailer Payments solution as a gateway to securely process omnichannel payments in the U.S. ACI’s token vault technology, which securely stores customers’ cardholder data, is a centerpiece of Domino’s AnyWare digital ordering platform. The ACI Up platform processes payments of any type, across any channel or network and in any currency.
“Throughout the day and especially around the high-demand periods just before kickoff and halftime, we quickly and securely processed a tremendous number of orders,” said Michael Davis, VP, international technology operations and store technology strategy, Domino’s. “The Up Retailer Payments solution provided a reliable infrastructure that allowed us to securely handle our peak volume of orders with ease, so the only thing our customers had to worry about was the score.”
For retailers in other verticals, a Black Friday outage is bad. But as proven by the successful holiday seasons had by several big-name mass merchandiser and apparel retailers who experienced digital outages during 2015 Black Friday weekend, it can be overcome with reliable performance the rest of the holiday season.
Super Bowl Sunday is a one-day event that represents about half of Domino’s $4.1 billion in annual digital U.S. sales. There is no way for Domino’s, or other pizza and fast food retailers that do heavy Super Bowl business, to make up business lost during a digital outage.
Therefore ensuring scalable, reliable omnichannel order management is even more critical for Domino’s than most other retailers. A Super Bowl loss for Domino’s would be even more crushing than it was for Cam Newton.