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Digital First for Dominos UK | Activity | AQA A-Level Business (2026) Unit 3.3.3

Level:
A-Level
Board:
AQA

Last updated 25 Jun 2026

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This Domino’s UK case study explores digital strategy, online ordering, customer data, operational efficiency, personalised marketing, technology risks and how digital capabilities strengthen competitiveness in takeaway markets.

Students examine how Domino’s uses its app, website and third-party platforms as part of a digital-first strategy. They define digital strategy and explain benefits such as greater convenience, increased sales, customer data, fewer ordering errors and repeat purchases. They then analyse how online ordering affects operations or marketing, including faster kitchen processing, improved demand forecasting and personalised promotions. The final task considers how reliable, easy-to-use digital channels can build loyalty, lower costs and strengthen competitiveness.

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