1. Context

Domino's was the largest pizza company in the world, operating across more than 90 markets under a single principle "One Brand, One System"; and built around 3 service models: delivery, carryout, and dine-in.

In Vietnam, VFBS held the master franchise for Domino's Pizza, alongside Burger King and Popeyes, under IPPG, one of the country's largest retail conglomerates.

By 2020, VFBS generated roughly US$28M in annual revenue across all three brands (at 2020 exchange rates), running its Domino's chain through a single shared system. (Source: Vietdata ↗)

At that scale, and with a global brand standard to hold, the website revamp became a strategic priority.