Domino’s (DPZ), the Ann Arbor, Michigan-based pizza and fast food chain, has seen a meteoric share price growth since Jan. 1, 2010. The company's shares on Nasdaq have risen 3163%, as of June 11, 2018. In fact, during that period the Domino’s stock has done better than Amazon Inc. (AMZN) up 1240%, Google Inc. (GOOG) up 364% and Apple Inc. (AAPL) up 627%.

The company went public in 2004 and just four years later, was experiencing financial distress. How is it that today, it is doing so well? More importantly, as the company's president and CEO Patrick Doyle steps down on June 30, 2018, can the momentum continue under new leadership?

For Domino's, honesty did prove to be the best policy and it paid off impressively when it comes to performance in the stock market. In late December 2009, they released an ad campaign where they took responsibility for a product that was of sub-par quality and told the public that they had been working on improving what they have to offer. This was the start of their comeback story.

Prioritizing Convenience and Innovation

Accepting culpability was the turning point. However, that was only one of a few brilliant moves that took them to where they are today. They used technology to offer customers a myriad of ways to order comfortably and this was another reason why they went from struggle to success. For example, you can use Twitter, Amazon’s Alexa, Google Home and even Apple Watch to order a pizza. 

Improving the product, convenience and delivery time helped change Domino’s’ trajectory. These moves helped the company with customer conversion. In 2009, Domino’s had a 9% share in the pizza restaurant market which increased to a 15% share in 2016, according to NPD Crest. In 2016 alone, sales increased by 10.5%. (Read also: Domino's Creates Wedding Registry)

More than half of their employees globally are drivers who are committed finding new ways to be more efficient. In New Zealand, for example, they are testing drone deliveries. Domino’s is also paying attention to how customer preferences are shifting. Their new chain restaurants offer a nice environment where customers can sit down and eat their pizza. They are being diligent and making sure they keep being efficient and that they do not lose their edge.

On June 11, 2018, Domino’s announced in a press release that they will be filling in potholes in towns across the U.S. with a new "Paving for Pizza" initiative. They want to ensure a “smooth the ride home” for deliveries by making pothole repairs in towns nominated by their customers. The company has started the road repairs, working with municipalities including Bartonville, Texas, Milford, Delaware, Athens, Georgia, and Burbank, California.

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