MINICASE: Digital Innovation at Domino×Should You Follow Suit?

Five years after graduating, your information systems (IS) consulting business is thriving. At
6:45 a.m., when you power up your computer to check email and start the day, you see a latenight message from Gregg Yves, the vice president of marketing and customer service
initiatives at Regional Chain of Pizza Shops (RCPS), headquartered in Bristol, England. He is
an old friend whom you met through your university alumni network when you were in school
and with whom you have kept in touch. Why would he be emailing so late? As you read his
message, it becomes clear:
Do you remember when we discussed the Dominoàsmart-watch app, they use to enable
customer ordering?
1 At the time, we were focused on rolling out our online web ordering
solution, and we did not pay much attention. We later considered following suit, but we
felt that the effort was not justified by the potential benefits. Now they pushed it further
again. They introduced a new Alexa skill. These devices sell like hot cakes, and I just
read that over one-third of the population has access to one.
2 And their DominoÊAnyWare initiative? You can order from a bunch of digital channels`mean, I can order
from my TV!
I¥ been thinking about this all night. Can we match them? Should we follow suit as
well? Do we need to move rapidly? I rather take a wait-and-see approach here, as I
don know if it makes sense for my customers, but I`afraid that if we miss the boat on
this initiative, the repercussions could be significant. You¥ an expert on this strategic
information systems stuff; can you give me your insight and direct my thinking a bit?

Discussion Questions

1. Do you believe that the Dominoàvoice-ordering initiative is sustainable?

2. What are the pros and cons of the wait-and-see approach that Gregg prefers?

3. What is your recommendation? What should RCPS do next?