Domino’s Selects Elephant to Redesign Its Digital Ordering Ecosystem

By Kyle O'Brien 

Domino’s Pizza has selected IPG creative agency Elephant to reimagine the brand’s digital ordering ecosystem. The redesign looks to modernize the ordering process while highlighting the innovation and personality of the Domino’s brand, according to the agency.

Elephant won the business following a review led by Pile & Company.

“Domino’s has always been a leader in the category and at the forefront of innovation, especially in the technology space where they pioneered digital ordering,” said Elephant president Cara DiNorcia in a statement. “We like partnering with ambitious brands looking to become even better. Working with an iconic brand like Domino’s to create really meaningful change to their digital experience is exactly the type of complex challenge our team loves to tackle.”


Dominos’ online ordering drives over 80% of its business and the brand wanted a refresh based on emerging consumer expectations of ecommerce experiences. Elephant brings its expertise across brand and product experience to ensure the new ordering system improves on the current offering.

“While our digital business is thriving and we are constantly testing and optimizing the user experience, we believe that enhancing our digital ordering capabilities is the best strategy for continued success, especially as consumers’ relationship with technology evolves,” said Christopher Thomas Moore, Domino’s chief digital officer in a statement.

Moore went on to say that Domino’s was impressed with the creative ideas that Elephant brought to table.

“The combination of the expertise from both Elephant and our agency of record, Work In Progress, has developed a vision and strategy that will elevate our digital experiences, making the process of ordering your favorite pizza even that more magical,” said Moore.