Domino’s Pizza takes “data-driven approach”: CEO Kerri Hayman

Newly appointed Domino’s Pizza ANZ chief executive CEO Kerri Hayman said the major pizza retailer plans to take a data-driven approach to reach more customers as it continues its ecommerce and digital media strategies.

Last Friday saw Domino’s Pizza promote its chief operating officer Kerri Hayman to chief executive officer for ANZ.

The switch is effective immediately according to the major pizza franchise, making Hayman the first female CEO of the company.

Hayman stepped into the role after more than 36 years with the company and takes over from long-time employee, Don Meij.

Domino’s ANZ CEO Kerri Hayman told Digital Nation, “Domino’s will continue to invest in its current ecommerce and digital media strategies to deliver the best possible pizza experience for our customers across Australia and New Zealand.

“This includes a focus on product differentiation, capturing more eating occasions, media mixed modelling and strengthening our presence on digital platforms, especially aggregators like Uber Eats, recognising that aggregators act like digital food courts for customers who want food delivered fast.

“By using a data-driven approach, we will continue to use our budget more effectively and efficiently, and therefore, reach more customers,” Hayman said.

During an investor day in April this year, the company said part of its franchisee profitability plans include improved digital spend to reach new customers, consumer retention and new products.

It falls under plans to take profitability from a global average of $95,000 to roughly $130,000, a return to FY21 levels. [pdf]

Last year, Adrian Westwood, head of CRM APAC at Domino’s Pizza also said pushing personalisation projects at scale requires customer data. 

Speaking at a Twilio Signal conference in Singapore, Westwood told attendees, "With that, we can use to build out our implicit data sets, where we start to learn more about our customers and getting to target them a lot more precision with our personalisation.”