Domino’s proprietary point-of-sale

Domino’s proprietary point-of-sale system, Pulse, is an important
asset in maintaining consistent and efficient management
functions in each of its restaurants. Those stores using Pulse
reported improved customer service, reduced mistakes, and
shorter training times. It’s clear from industry analysts that the
technology is working to cut costs and increase customer
satisfaction.
2. How do these systems help Domino's
improve its business performance?
Domino’s rolled out its state-of-the art online ordering system,
which includes Pizza Tracker. The system allows customers to
watch a simulated photographic version of their pizza as they
customize its size, sauces, and toppings. The image changes
with each change a customer makes. Then, once customers
place an order, they are able to view its progress online with
Pizza Tracker. Pizza Tracker displays a horizontal bar that tracks
an order’s progress graphically. As a Domino’s store completes
each step of the order fulfillment process, a section of the bar
becomes red. Even customers that place their orders via
telephone can monitor their progress on the Web using Pizza
Tracker at stores using Pulse Evolution. In 2010, Domino’s
introduced an online polling system to continuously upload
information from local stores.
3. How did the online pizza ordering system
improve the process of ordering a Domino's pizza?
The company's improved business processes are becoming a
source of competitive strength because the systems enable the
company to innovate and execute its operations more quickly than
its rivals. Many of the steps in Domino's business processes are
automated which changes the flow of information and makes it
possible for more people to access and share information.
The technology is also supporting new business models like the
online pizza ordering system. Even though Domino's main rivals,
Pizza Hut and Papa John's have online ordering capabilities, they
lack the Pizza Tracker technology and the simulated pizza
features that Domino's has successfully implemented. Today,
online orders account for almost 20% of all of Domino’s orders,
which is up from less than 15% in 2008.
4. How effective are these systems