HTML5, the doom of the drive-through?

HTML5, the doom of the drive-through?

Summary: Domino's Pizza Enterprises dumps Flash to build HTML5 growth engine.


A shift to HTML5 has become part of Domino’s Pizza Enterprise’s global growth strategy. It could even spell the end of the drive through, according to chief executive Don Meij.

Domino’ss Pizza Enterprises is the master franchisee for the US pizza chain in parts of Europe including France and the Netherlands as well as Australia and New Zealand. Last week it announced it had bought 75% of Domino’s Japan.

The shift to HTML5 will mean customers no longer need to have Flash installed to order through the Domino’s website, opening it to users of the iPad and making it friendly on smartphones.

However, Domino’s continues to offer dedicated apps for the iPhone, Android as well as a Facebook app.

“We have successfully rolled out our new online ordering platforms using HTML5 technology, greatly enhancing the customer experience and our ability to interact with customers,” the company’s annual report (pdf) says.

“We expect the move to HTML5 along with a more aggressive online marketing campaign to deliver substantial growth in our network sales in FY13/14.”

The shift is part of a global surge in corporate adoption of HTML5. Analysis by digital agency Incore last month indicated 153 Fortune 500 companies have already migrated.

Domino’s expects the shift to boost online sales from 50% of total sales now to 80% over the next three years.

Announcing the results, Meij said Domino’s was providing customers with greater accessibility and flexibility around ordering platforms.

“We have made it a strategic priority over the past 12 months to be more accessible to our customers through a comprehensive range of online ordering interfaces, including improved platforms to showcase our product range, all using HTML5 technology, a new iPad and Facebook App,” he said.

The new website was launched last month in Australia and New Zealand after six months of development with agency Thoughtworks. It will be rolled out in the Netherlands later this year.

While a spokeswoman said a launch in Japan was not scheduled, Meij is banking on the new platform to give Domino’s an edge in that tech obsessed market

Earlier this year, Meij even went so far as to question the future of the drive-through in the mobile era.

“You can place the order on a smartphone, track it, and time it so you get home, so why would you waste your life sitting in a drive through?” he said.

A spokeswoman said there were no major problems with the old Domino's site, but that’s not a view shared by one New Zealand customer.

Last year Brennan McDonald slated the old Domino’s site saying it failed to put the customer first and to make ordering the focus of the site.

“My friends and I were shocked at how a major business … could fail to create a positive user experience,” he wrote. “One of the features of the Domino’s ordering process in Flash is a timer that shows how far along your pizza is in the process. It crashed in the middle of it!”

The spokeswoman said the new website aims to save customers time.

“It’s intuitive, easy to navigate and removes the need to have Flash installed. Additionally the site is now device agnostic, so the ordering experience will be tailored to each customers’ online device – giving customers control no matter where they are or what they are doing.

“Obviously if customers are finding the ordering process efficient and easy to use, they are likely to order more frequently and will be pleased with the experience.”

Topics: Web development, E-Commerce, Mobility

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  • It's a shame technology killed editors and other middlemen...

    Flash has been going out the door for a few years now, with more JavaScript, DHTML, and HTML5 components used in place of it. Not sure how this article is really promoting anything revolutionary...

    HTML5 isn't finalized as a standard (yet) either...

    Customers want more than just a slick whiz-bang ordering experience... Oh, and the least important aspect: When customers have less money to spend, no amount of song and dance shows put on by these companies will increase sales of product. Quite simple. So let's stop devaluing labor, so more people can spend and keep these companies going - preferably without said companies taking corporate welfare of any kind, since that renders the concept of "free market" empty as a result.
  • LOL - HTML5 delivers Pizza on demand, streamed to your tablet

    "A shift to HTML5 has become part of Domino’s Pizza Enterprise’s global growth strategy. It could even spell the end of the drive through"

    I guess they will 3D print your pizza so you won't have to pick it up.
    • missing the point

      The point is the pizza is supposed to arrive at your house a few minutes after you get home; thus killing the immediacy advantage the drive through has.
  • html5 css and js suck as a development platform

    but flash is a pig and giant security hole so this is a small step up. A corporation that size has no excuse not to have a native app for the top customer devices.
    Johnny Vegas
    • So what do you write your webpages in?

      html5, css, and javascript are used more than any other technology on the internet. Exactly what are you using to build your websites with? Let us all in on your magical forumula.
    • maybe it could have been better

      But given the browser evolution over the years, if we end up with an HTML5 standard that has relatively good uniform adoption in each of the major browsers, I'll be very, very happy.

      Its not *that* bad. really.
    • Are you a programmer?

      pig? giant security hole? are you a programmer? or you are just repeating what those flash haters' statement?
      (Well, I write program nearly everyday.)
  • No.

    "HTML5, the doom of the drive-through?"


    Maybe the end of calling for deliveries. But if somebody wants to go to the drive through rather than call for a delivery - they're already doing something a bit less convenient anyways.
  • Maybe Dominos can work on their customer service response as well

  • html5 is the future. but when?

    At present, html5 can't win Flash. If it is ok to say that Html5 will be the king of the future, Flash is the king of today. I am a web developer and worked on both flash and html5. So, I know both well. If you are interested in Html5, check the live demo of webrtc p2p chat of html5 at and
    gary lai