Domino's New CEO Joe Jordan Targets Loyalty App, Consistency

What happened

Domino's Pizza has outlined a new customer-focused strategy under incoming chief executive Joe Jordan, who says the company intends to "get closer to the customer" by sharpening its use of the loyalty app and improving consistency across its stores. According to Jordan, the aim is to use more targeted promotions delivered through the app to encourage customers to order more frequently.

The plan signals a shift in emphasis toward retention and frequency rather than pure customer acquisition, with consistency in product and service experience positioned as a foundation for that effort.

Why it matters

For a mature quick-service brand like Domino's, growth increasingly depends on deepening relationships with existing customers rather than chasing new ones. Leaning on loyalty-app data to personalise promotions reflects a broader industry pattern: digital ordering platforms are no longer just transactional channels but the primary lever for influencing repeat behaviour.

The explicit focus on consistency is notable too. In a franchised, high-volume operating model, variability between locations is often the biggest threat to trust — customers who have one disappointing experience are less likely to return regardless of how compelling the next promotional offer is. Pairing personalisation with operational discipline suggests Domino's leadership sees the two as inseparable rather than competing priorities.

The Renascence take

Promotional targeting is the easy part; consistency is the hard part — and it's usually the one that gets underinvested in because it doesn't produce a quick campaign win.

Loyalty apps are brilliant at surfacing the next offer, but they can't compensate for an inconsistent product or a slow store. The real test of this strategy won't be how clever the app's promotions are — it will be whether every location delivers the same experience the app implicitly promises. Operators chasing frequency should treat operational consistency as the loyalty program's first feature, not a separate workstream.