How Domino's transformed their internal communication strategy
Domino's Pizza Group is the UK's leading pizza brand, with more than 1,000 stores and 35,000 team members across the country; their first UK store opened in 1985.
How Domino's frontline engagement increased with Blink
94%
adoption rate
81%
monthly active users
Meet Domino's UK & Ireland
Their vision is simple: to be the number one pizza company in the world.
But their internal communications strategy was holding them back.
In the wake of the Covid-19 pandemic, Domino’s UK and Ireland needed a critical communications platform that could help them reach frontline workers who are digitally and physically disconnected from the office-based parts of their organization.
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Before: A paper-based administrative headache
Domino’s UK and Ireland has a large and distributed workforce operating out of various sites. These include the head office and supply chain centers in Milton Keynes, Warrington, West Ashland, and Naas.
Frontline processes were handled manually and on paper — meaning the leadership team had no practical way to ensure they were reaching everyone, at every site, with critical information.
As a result, Domino’s struggled to share key messages across the organization, using a combination of inconsistent and unreliable channels — such as breakroom posters, consumer channels like WhatsApp, and simple word-of-mouth conversations — to share important corporate news. This led to a high risk of critical updates getting lost in translation or completely missing large groups of employees across the business.
Following the Covid-19 pandemic, relying on paper-based processes also proved to be a potential health and safety risk. Domino’s needed a reliable digital channel for frontline communication.
After: Direct-to-frontline communications
The situation demanded an immediate flow of two-way communication that ensured key messages would make it from the head office to the frontline with ease.
To achieve their goal of empowering, equipping, and protecting all frontline employees, Domino’s launched Blink in April 2020 as a critical part of their Covid-19 response plan.
Blink’s News Feed and direct and group Chats enabled seamless communications between teams, divisions, and sites, all one one comprehensive employee experience app.
Through integrations with benefits, payslips, and holiday bookings, Blink offered a one-stop shop for employees to quickly access all the tools that employees needed, when and where they needed them.
Domino’s also began deploying digital forms that employees could use to swap shifts or request time off.
The result: An 85% adoption rate in less than a fortnight, which has grown into a strong, long-term communications strategy across the organization.
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