Warning over Domino’s app success

Franchisors may face workforce pressures if they repeat the success of Domino Pizza’s mobile app, which has been credited with boosting sales, an industry expert has warned.

Domino’s is looking to fill more than 1000 new jobs nationwide, with chief executive Don Meij attributing the move to the success of the company’s mobile app.

Last month, Domino’s reported a 22.96% lift in first-half net profit to $12.6 million.

The Domino’s app enables customers to order and track their pizza orders from mobile devices. This has led the company to upgrade its earnings growth for this financial year by about 20%.

“We know it’s tough out there for many businesses, but the successful results we have reported so far this year are testament to the hard work and focus we have put into many areas of the business to ensure we could continue to achieve positive results,” Meij said in a statement.

According to Meij, Domino’s is migrating to a pure digital environment, with an ambitious target of 50% of all local sales originating from mobile devices and online by the middle of the year.

As a result, the company’s 482 Australian stores are in need of extra pizza-makers, delivery drivers and part-time managers, with some stores seeking up to 10 recruits.

“We have made it easier for people to place their order [which means customers are] ordering more pizza than ever before,” Meij said.

“Our stores are desperately in need of additional staff to fulfil orders and deliveries. Some stores have as many as 10 jobs available.”

Domino’s says there are 350 jobs available in Queensland, 300 in NSW, 150 in Victoria, 100 in WA, 50 in South Australia, 21 in the ACT, 20 in Tasmania and 10 in the Northern Territory.

The jobs are available now and include casual, part-time and fulltime positions.

Domino’s communications manager Sarah Broad says while the jobs increase has come on the back of positive results in the business, it’s up to each individual store to recruit additional staff.

“We have a website where individual stores and franchisees can advertise jobs, so recruitment is done on a local store level,” Broad says.

However, Broad believes it shouldn’t be too hard for franchisees to recruit the staff they need.

“Our CEO did report at our half-year financial results in February that [the company’s success] is set to continue,” she says.

“From our point of view, job security is definitely there.”