Domino's employees making pizzas.

How Domino's transformed their internal communication strategy

Two Domino's staff making pizzas in the kitchen.


Domino’s Pizza Group is the UK’s leading pizza brand; their first UK store opened in 1985. They have over 1,000 stores across the country and more than 35,000 team members. Their vision is simple: to be the number one pizza company in the world. But their internal communication strategy was holding them back.

So, what happens when communication becomes critical in the wake of a global pandemic? And how do you reach frontline workers who are digitally and physically disconnected (see the winning types of internal communication)?

Back of delivery driver wearing Domino's branded jacket and helmet.

The challenge

Domino’s have a distributed workforce operating out of various sites. These include Head Office and Supply Chain Centers in Milton Keynes, Warrington, West Ashland & Naas.

Frontline processes were paper-based and manual with no practical way to reach everyone. Dominoes struggles to get key messages across, because communication relied on word of mouth, posters and consumer channels like WhatsApp.

Domino's chef in kitchen spinning pizza base in air, while smiling at the camera.

Domino’s had no reliable channel for frontline communication. And employees needed consistent information – but paperwork posed a Covid-19 transference risk.

The internal communications strategy

The situation demanded an immediate flow of two-way communication. As a result, Domino’s launched Blink in April 2020 as a critical part of their Covid-19 response plan. The goal? Empower, equip and protect all frontline employees.

Two Domino's employees in the kitchen, smiling at the camera.

Before long, Blink integrated with benefits, payslips and holiday bookings. Domino’s also began using digital forms for shift swaps and holiday bookings. The result? 85% adoption rate in less than a fortnight, and a strong long-term, communication strategy.

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