Case Study: Domino’s Pizza Group achieves higher franchisee engagement and links customer experience to sales with Service Management Group (SMG)

Domino’s UK combines 7 key ingredients to engage franchisees in CX programme

Domino’s Pizza Group sought to sustain rapid growth across its UK & Ireland franchise network by improving consistency and delight in the customer experience. After launching a CX programme, engagement lagged (under 35% of stores used reporting tools 3+ times/week) and Overall Satisfaction stalled, so Domino’s partnered with Service Management Group (SMG) to implement a customer experience (CX) measurement programme with custom reporting and the smg360™ mobile reporting app.

SMG worked with Domino’s to brand the initiative (“Feed Us Back”), deliver role-based real-time dashboards, link Overall Satisfaction to sales frequency to win franchisee buy-in, and support field adoption alongside a dedicated programme champion and product gurus. The outcomes include 85% of stores logging in 3+ times/week, an +11‑point increase in Overall Satisfaction (Taste +4, Accuracy +3, Appearance +5), and top stores generating roughly one extra order per customer per year (~8,000 orders/store/year)—clear, measurable impact from Service Management Group (SMG)’s CX solution.

Domino’s Pizza Group

Jason Prescott

Operations Project Manager