IT Science Case Study: Domino’s Becomes an E-Commerce Pizza Maker

Talend and Domino’s deployed Talend, Hadoop and MicroStrategy to integrate customer data across multiple platforms—including mobile, social and email— to increase efficiency in the business.

This is the latest article in a new feature series in eWEEK called IT Science, in which we look at what really happens at the intersection of new-gen IT and legacy systems.

Unless it’s brand new and right off various assembly lines, servers, storage and networking inside every IT system can be considered “legacy.” This is because the iteration of both hardware and software products is speeding up all the time. It’s not unusual for an app-maker, for example, to update and/or patch for security purposes an application a few times a month, or even a week. Some apps are updated daily! Hardware moves a little slower, but manufacturing cycles are also speeding up.

These articles describe new-gen industry solutions. The idea is to look at real-world examples of how new-gen IT products and services are making a difference in production each day. Most of them will be success stories, but there will also be others about projects that blew up. We’ll have IT integrators, system consultants, analysts and other experts helping us with these as needed.

Today’s Topic: Talend Helps Move Domino’s Pizza into E-Commerce World

Talend, a provider of cloud and big data integration software, and its customer Domino’s Pizza have made great strides in recent years. Execs from both companies planned how Domino’s was to deploy Talend, Hadoop and MicroStrategy to integrate customer data across multiple platforms—including mobile, social and email— to increase efficiency and provide a more flexible customer ordering and delivery experience.

Here are details of the project:

Name the problem to be solved: Dominos wanted to integrate information from its point-of-sale systems and enrichment data–85,000 structured and unstructured data sources in all–to provide increased operational efficiencies, improved customer insights and one-to-one buying experiences across multiple touchpoints.

Describe the strategy that went into finding the solution: Domino’s search for a solution was driven by the realization that data is a weapon that needed to be available on-demand. The company defined a set of high-level requirements and goals for the solution that included speed-to-market implementation, cost, and the ability to streamline workflow and reduce custom development work.

List the key components in the solution: Talend Big Data, Hadoop (Hortonworks) and MicroStrategy analytics. Dominos used Talend Big Data, which combines several technologies to deliver a common set of easy-to-use tools for real-time, batch or dynamic integration.

Describe how the deployment went, perhaps how long it took, and if it came off as planned: Dominos was pleasantly surprised at how quickly it transitioned from a traditional ordering mechanism into an e-commerce based profile.

Describe the result, new efficiencies gained, and what was learned from the project: The data collected and delivered is used to ensure Domino’s is delivering the best product it can to its customers as fast as possible, while also analyzing all segments of its business to keep up with changing needs and constantly evolving competitive pressures. Domino’s Pizza has seen an improvement in data quality and a reduction in development and software license costs over the incumbent technology.

Describe ROI, carbon footprint savings, and staff time savings, if any:

  • Gained a 360view of customers, supporting the ability to check, verify and append data enrichment, as well as support for Domino’s intricate order-based household offer process;
  • enhanced fraud detection including credit card vendor chargeback integration to support all domestic stores;
  • obtained greater operational efficiency with full-scale augmentation of Data Capture software to enable 10000+ store data ingest; and
  • increased sales and marketing efficiency with Self Service customer segmentation data assembly.

Here are links to more information about the Domino's deployment:

Big Data-Driven Decision-Making At Domino's Pizza

Talend Recognizes 2016 Data Masters Award Winners


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Chris Preimesberger

Chris J. Preimesberger

Chris J. Preimesberger is Editor-in-Chief of eWEEK and responsible for all the publication's coverage. In his 15 years and more than 4,000 articles at eWEEK, he has distinguished himself in reporting...