Domino’s Pizza has announced a new strategic direction under its recently appointed CEO for Australia and New Zealand (ANZ), Kerri Hayman. Hayman, who was promoted from chief operating officer last Friday, is now the first female CEO in the company’s history.
Hayman, who has been with Domino’s for over 36 years, succeeds Don Meij in the role. Her appointment marks a significant shift as Domino’s plans to enhance its reach through a data-driven approach, focusing on expanding its ecommerce and digital media strategies.
In a statement to Digital Nation, Hayman outlined the company’s commitment to improving its digital presence. “Domino’s will continue to invest in our ecommerce and digital media efforts to offer the best pizza experience for our customers in Australia and New Zealand,” she said.
Key elements of this strategy include product differentiation, increasing customer engagement, media mix modeling, and strengthening partnerships with digital platforms like Uber Eats. Hayman noted that aggregators function as digital food courts, catering to customers seeking quick delivery.
The data-driven approach aims to optimize budget use and enhance customer reach. This focus is part of a broader strategy to improve franchisee profitability, with goals to raise average returns from $95,000 to about $130,000, returning to FY21 levels.
In April, during an investor day, Domino’s highlighted its commitment to digital spending to attract new customers and improve consumer retention. Additionally, Adrian Westwood, head of CRM APAC at Domino’s, emphasized the importance of customer data for personalization. Speaking at the Twilio Signal conference in Singapore, Westwood stated, “Using this data, we can build more precise customer profiles and target them with greater accuracy.”
