2. Objectives

Rebuild Domino's website into a genuine sales channel, one that would reduce dependence on the third-party delivery apps capturing most of the online revenue.

The business had grown up around offline operations, and as online orders rose, they rose on platforms VFBS neither owned nor controlled.

A website built to sell would give the business a channel of its own, able to grow on its own terms. Domino's moved first; if it worked, Burger King and Popeyes would follow.