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Boosting Customer Experiences in Domino's Pizza Stores

Boosting Customer Experiences in Domino's Pizza Stores
Written by

James Picken


January 24, 2017


Client stories

Domino's Pizza wanted to improve the experience for their customers.

The background

Founded in 1960 with the initial goal of opening just three venues, Domino’s Pizza now have over a thousand franchised locations in the UK, and are expanding daily.

While business is undeniably booming, Domino’s franchisees expressed the need to improve the experience for customers waiting in line, and enhance the in-venue atmosphere.

Not only this, but managers were looking for a way to boost employee morale and productivity, as well as reduce staff turnover. The majority of sales come from deliveries, so time spent in store by actual customers was pretty insignificant. This meant that our curation process could put team members at the centre.

The perfect match

The team at Domino's loved Pop music. High energy Pop music to be exact. They kept up with trends, new artists, new songs, and would often be found listening to radio stations such as BBC 1Xtra and Capital FM.

Across three playlists, we mimicked the constantly evolving music landscape by blending new tracks, classic hits and certified favourites, increasing in energy from day to night, weekday to weekend. When 6pm on a Friday night hits, and orders come piling in, music gradually increases in BPM and overall energy, helping the team to create, process and package each order whilst staying upbeat and motivated. And unlike radio, thousands of tracks on rotation each week help maintain variety, shifting their focus from the repetitive nature of the task at hand and the reverberation of the telephone ring.

The Result: Improving Customer & Staff Experiences

Since launching our service with Domino’s Pizza, it’s clear that the service has been very beneficial to the locations using it and that the various commercial benefits have been demonstrated. Franchisee Mike Racz stated:


Hey, we've just met you and this is crazy. But here's our number +44 (0)203 397 7676. So, call us maybe? Or get in touch here.

Boosting Customer Experiences in Domino's Pizza Stores

James Picken

Creative Director at Startle. It's my job to produce and execute our music output, making sure everything is sounding, feeling and performing just right for our customers. When I'm not doing this, you can find me either walking my dog, remixing 90s divas on Logic Pro X, returning overdue library books or throwing weights about in the gym.

Say hello on LinkedIn

Hey, we've just met you and this is crazy. But here's our number +44 (0)203 397 7676. So, call us maybe?

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