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This assignment will discuss about the company Dominos Pizza with the scenario Online Ordering System that the Domino’s Pizza is using this system currently. Firstly, an introduction of the company and the definition of Online Ordering System are discussed. The procedure for ordering a pizza online from Domino’s Pizza will be explained and the functions of the Online Ordering System, the internet database will be discussed as well. Furthermore, advantage and disadvantages will be clarified in this assignment. Impact of the technology toward the Domino’s Pizza, identify and the similarities and differences of Domino Pizza covered by the module topics were discussed and recommendations for Domino’s Pizza were provided and conclusion is given in this assignment.


Domino’s Pizza, Inc is a global pizza delivery corporation headquartered in Ann Arbor, Michigan, United States. Domino’s is the second-largest pizza chain in the United States. Domino’s currently has nearly 9,000 corporate franchised stores and Malaysia has 47 stores across the entire country. Domino’s pizza served mainly pizza, pasta, chicken wings, breadsticks, cinnastix and a variety of beverages.

In 2003, Domino’s Pizza makes the Domino’s Pizza officially website and online ordering facility. The Domino’s Pizza guarantees the customer receive the hot, fresh and great tasting pizzas within 30 Minutes. Domino’s is the only pizza company that guarantees the order will arrive within 30 minutes at customer doorstep or a free regular pizza voucher will given to the customer.

Main Body

Definition of Online Ordering System:

Online food ordering services are websites of local restaurants and food cooperatives set up for customers to select from the interactive menus provided so as the ordering process can take place. In order for ordering to take place, any sorts of internet capable devices which support complex web pages are used. People normally use computers to access into the food websites and place an order. Similar to ordering consumer goods online, online food ordering services also allow consumer to register and uphold an account at the Domino’s Pizza website in order to make frequent ordering convenient. A consumer will look for favourite restaurant, browse from available items, and select delivery or pick-up. Payments could be made via credit card or cash. Partial of the payment will be given to the online food company. The pioneer restaurants to adopt online food ordering services are corporate franchises such as Domino’s Pizza and Pizza Hut.


Firstly, the customer needs to go the Dominos official website, www.dominos.com.my. The registration as a Dominos member is necessary if the customer order pizza via online for the first time. First step of the register process is entering the street name to locate the customer delivery address accurately for the delivery. After registered, click on the “Order Now” button. A log in box will pop up on the screen asking for the customer username and the password. After login the customer is able to start to order on desired food or drinks. Once finished ordering, click on “submit”. An e-mail for verification will be sent to the customer. Once verified, the delivery will send to the customer’s location within 30 minutes. After purchasing the pizza, customer can keep track of their pizza by GPS Tracker offered by Domino’s Pizza. Payment is made subsequent to the customer when the Domino’s employee delivers the pizza to the customer.


Ordering food online is becoming a norm for restaurants which offer takeout and delivery orders. Online food ordering is designed as it is cost effective yet an efficient system to satisfy the restaurants needs. The system is also designed for its ultimate flexibility and performance. The customers will be able to access into the company existing website and browse at their menu and select and place their orders on what they desire. Once the customer has confirmed their order, the system will either email or fax the customer’s order to the restaurant.

The online ordering system also enables customers to order days in advance and the system will accomplish the order at the specified time. The online ordering system has been constructed to handle large amounts of orders simultaneously to prevent the system overload.

This system is also flexible in a way, whereby customers are able to place online orders quickly, with just a ‘click’ comparing to the tradition where orders were taken through the phone. More time and cost will be saved ordering online as phone bill is charged according to the time the phone is on the line. The system was used intended to meet the requirements of all of the clients.

Internet database

Online ordering is easy and convenient yet they have more to improve on their online ordering system. It is good that online ordering system has linked the customers’ information with the database of the system which facilitates the ordering of customers. In addition, customers’ information could be tracked easily from their database rapidly if they are regular customers.


With the escort in of the 21st century, several of individuals have found out that it is basically easier to purchase goods online. This depends on the consumers’ preferences. Some people feel unsecure buying items online because they cannot have physical touch or sight with the items they wish to buy. In this case, some people prefer to have the pizza straight from the oven when it is served.

Online ordering provides additional customer service such as delivery to the destination that they have requested for. Customers can view the entire menu and all special offers via official website though online. The system records customers’ orders when purchasing has taken place. Extra services are provided to customers for example like estimated delivery carryout times and track their pizza’s position using the GPS Tracker accessible on the website.

When ordering via online, even throughout a busy period such as lunch or dinner time, customers would not have a problem in contacting Domino’s Pizza and placing their orders. The customers just need to order via online and the system will automatically generate and put it on queue.

Online ordering records and stores past records of orders made and allows the customers to view them anytime during their online ordering session. These records will store at the database.

The biggest advantage to order pizza online is that the customer can save a lot of time and effort. Customers can decide to complete their orders within seconds or take their time the customer wishes. There are no time limits for them to complete their orders, thus, customers can take their time to order. Instead of planning out time in daily schedule to go out and make a purchase, the consumer can instead go to the website when they have a free time at work or at home late at night, and look up the product that the customers are considering to purchase. The customers can view the full menu and can order any combination of food while the prices are displayed and calculated as they go. It is much easier for a customer who is wished to make large and complex orders online because the customer can order in patiently, consider the options, and calculate different pricing schemes.

Consequently, a customer can take a look at products late at night. Even though the Domino’s Pizza stores have closed for the night, customers can place orders for the next day while the website still running and available to make pre-order. This means that even after a long day at work and going back home to meal with family, the customer still have time left to go online and look for the product they want to purchase. The Internet is there is open 24 hours 7 days, and is always willing to let the customer to come make pre-order.

By going online, the customer do not have to worry about the hassles, such as when they decide that it is time to check out, they do not have to waste the extra time queuing in line. By ordering online, the customer can also take advantage of deals that are only offered to online customers, and often find products that wouldn’t be available at a walk in store and special offers are given to online customers. Customers who order pizza online are proven to order more because they don’t feel hasty while ordering, as the customer often does over the phone when using phone order.

In addition, online ordering increases the amount of customers who visit the Dominos Pizza official website. It also gains customer satisfaction and loyalty throughout the company. Due to its convenience of online purchasing service, customer purchase frequency also may increase. The company eliminated or reduced labour costs associated with manual order taking due to technology computerize replaced labour usage. For the Domino Pizza Company, the online ordering system accepts both online and traditional coupons to attract more customers.

Mackay (2008) claimed that “Customers who order on the web tends to order more because they have a menu in front of them.”

With internet, there will be fewer errors on the orders or miscommunication among customers and the employee who taking orders. Compare to phone call ordering, online ordering pizza make fewer mistakes. When during the phone call order, the customer may order wrong item without realizing it. The pronunciation of certain words might lead to order the wrong product. Besides, it provides timely service. The system examines all food orders prior to the completion and corrects human errors. Also, with this system, the registration of online guests is utilized to create valuable marketing campaigns.

Online Ordering provides the wonderful solution for office lunch orders. The customers can orders without the hassle of using phone call to order the pizza. The customer can take their time and get the pizza in time. The Domino’s Pizza website guarantees that the message, promotions and add-on offers are well delivered to the customers.

In financial factor, online ordering system increase the efficiency and cost effectiveness of the ordering operations. For the advertisement, it can create easily or upload promotions to the Domino’s Pizza website. For instance, this system can increase the customer’s guest check automatically by customer email by suggesting upcoming sells for additional products. Online ordering increases in sales of goods in the Domino Pizza Company.


The trend of shopping online, especially ordering pizza online has gradually been significant in the last decade and online sellers are expected to have improvements on the volume of sales after website features and services altered. There is no doubt that the customers can find great deals online and so many different products which may not be even available in regular stores. By the way, there are certain disadvantages of online ordering.

Normally when we shop from a regular store, we can go directly to a salesperson face-to-face to enquire and clarify our doubts regarding the food we ordering. It is possible that customers would have a wrong idea of what the products and services is about as the customers and the employee cannot deal face-to-face for a clear explanation.

Another disadvantage is that a lot of companies which sells online state that customer have to pay for the shipping and delivery charges depending on the weight of the product the customer orders. Only a few companies with websites offer free shipping services while some companies provides free shipping services only if the customer has a total purchase of prices exceeding a certain amount. The shipment fee charged often is one of the reasons that customers would not like to order goods online and does not guarantee that the goods delivered will be in good shape.

However, a company must consider on the target market they would like to focus on promoting their products and services to. The elderly are most unlikely to order goods online due to their knowledge of operating a computer. Therefore, if the target market includes the elderly, a traditional service has to be provided to them.

Online connectivity issues are the greatest disadvantage for online ordering. The customers add items in online shopping cart, enter information and press “submit”. The confirmation screen might time out when the internet has an unstable connection. The online customers would not know whether the order has been made or not while reloading the page may cause several billing or several orders.

Moreover, customers may also make human errors, such as ordering the incorrect item. This can occur when the customer attempts to place an order. The customer may have accidentally clicked on the wrong item while placing their orders through the website. Even if the consumer clicks on the correct product and provides an accurate product number there may still be mistake made in the ordering process if there are options associated with the item. This problem can be rather disturbing because the consumer will get agitated when the incorrect item is received and therefore, loses customers’ loyalty towards the company.

Another disadvantage is that purchasing online would mean that personal information has to be given to the company when purchasing is taken place. Some companies take advantage of this feature. By purchasing on the Internet, the customer would have to take the risk of having their information taken by online companies and misused. Though this is a very rare occurrence, it is more likely to happen online, than in person. To avoid personal information from being exposed, customers would usually look for a trustable company to purchase goods from.

More often, what people dislike about online purchasing is that delivery services are only restricted to certain areas. As a result, people living in rural areas are at a disadvantage whereby they will need to go to the destination whereby the company is able to deliver.

Impact of the Technology

Domino’s Pizza is the first pizza delivery company that launch online ordering system and one of the most recognizable pizza brands in Malaysia. Online ordering has been great in this era of time, where communication taking place thru the internet.

The company stated the pizza that order via online in Malaysia take up about 8 to 10 percent of the overall sales. On average, Domino’s sells over one million pizza daily across the global. The technology helps the Domino’s Pizza gain great revenue over other competitors like Pizza Hut which offer online delivery service as well, McDonald and Nando’s which order by phone call.

Technology has hastily taken over many jobs whereas technology also creates new jobs towards the organizations. Due to the implementation of the online ordering system for the Domino’s Pizza, the company might require some web developer to maintain the website and the database. The organisations leadership and managers need to be change and they recognise the need to adapt and change in response to their vision, aim, shareholder expectations and consumer tastes for example the Domino’s Pizza need to set new regulation and IT code of conduct to manage the Domino’s Pizza website.