Why the Domino’s Near Your Shop Gets 3x the Orders You Do (and it’s not the pizza)

The average Domino’s does over $1.5M in annual sales, and it’s not because their pizza is better. It’s because they know how to maximize order volume and order value. 

Let’s be clear, Domino’s is not the biggest pizza chain in the world because it has great pizza. But everyday millions of people order from them over their local pizzeria, and heres why. 

You may not be in competition with Domino’s, but you are in competition for the consumers. But most local pizzerias have made it very hard to order from them, lowering their order volume. 

But great news, you can make it way easier for people to order from your shop too, heres how;

1. Google is the #1 source of pizza orders, but most independent pizzerias don’t use it properly. 

80% of pizza orders today are digital, and 80% of all pizza orders start on Google. When people want pizza they go to Google and type in “pizza near me”; what happens then determines which shops get the order. 

There is a thing on Google called a Google Business Profile(GBP), and you and your shop need to understand it.  A GBP is the online business card for your shop (location, operating hours, pictures, links to order, etc).

This is how Google knows your shop is for real, and how consumers choose who to order from. If your GBP is filled out, and updated regularly, Google ranks your shop higher and more people order from you.

If the information is out of date, or wrong or simply does not exist, your shop doesn’t rank, and you get less orders. It’s that simple. 

Domino’s shows up because every shop they have has a full Google Business Profile optimized for their pizzeria location.

Having a website, optimizing it, utilizing social media, etc. doesn’t matter if your GBP is not managed daily and kept up to date. 

For most independent pizzerias, this simple change results in lots more orders. 

At Slice, we know most shop owners don’t have the time to manage their Google Profiles, but they want the orders that come from it. The top performing independent shops rely on Slice to keep their Google Profiles up to date everyday.  

The average Domino’s does over $1.5M in annual sales, and it’s not because their pizza is better. It’s because they know how to maximize order volume and order value. 

Finding a Dominos phone number is hard, anf that’s on purpose. They want you to order online; 80% of orders at Domino’s come from an online channel (Google, their website, Domino’s app, etc).

It’s simple math:

• Online orders are 100% larger than phone orders.
• An order placed online is $42, while an order on the phone is $21.
• An order online is way more profitable for your shop because consumers love clicking buttons on the Internet to buy things.

When ordering online, consumers can take their time instead of feeling rushed on the phone, and they are more likely to add stuff to their online order they would not add to their phone order. 

However, Slice data shows that 80% of orders for independent pizzerias come from phone, not online. 

Independents care about their communities and their customers, and they believe the phone creates that unique connection.

This is true, but really only for your regulars. 

The top performing independent shops rely on Slice to answer their phones.

They work really hard to get all their customers to order online so they can get more orders, make more money per order, be more profitable and get their time back.  

What you should do right now:
Get your own website people can order directly from. Don’t have one?

• Get your customers excited about ordering on your website
  • Next time they call, remind them they can order online
  • Create special offers for ordering online
• Make sure your website is linked everywhere a customer may want to order from
  • Google & Google Business Profile
  • Apple Business Profile
  • OneBite Pizza App
  • Facebook & Instagram
  • Tripadvisor
  • Bing
  • Etc.

Phone may be the traditional connection to customers for pizzerias, but the future is online, and the top independent shops focus on making ordering online easy, and getting all of their customers to do it will thrive.

Consumers want great pizza and great value. 

We get that costs are going up (for consumers and for you), and raising prices is a way for you to offset those costs. But as the economy shifts, so does the ordering behavior of consumers. The more an order costs, the less likely people will place that order. 

Every time you add a fee, or increase the prices online versus the prices in your shop, the less people will order from you.  

For every $1 increase in order costs we see a 1% drop in order volume.

While you are raising prices, Domino’s is lowering theirs, creating even more push for consumers to order from them. 

To increase revenue & profit, without increasing prices, the top performing independent pizzerias are focused on pushing their customers to order online. Less orders, yes, but orders that are worth more may be a better option for your shop versus increasing prices online. 

Getting found by more consumers and getting more orders doesnt have to be a mystery; 

You don’t need a TikTok strategy.

You don’t need SEO funnels.

You just need to be seen and to make ordering simple. Do the above now and get more orders.

And if you don’t have the time or desire to do them yourself, no problem. Slice will do it for you.

Find out more here.