As the largest pizza company in the world, Domino’s recognized that its legacy, on-premise infrastructure, rigid single-identifier matching, and siloed systems hadn’t kept pace with its ambition — often taking up to 24 hours for data to become usable and limiting the household-level personalization needed to get the right order to the right customer at the right time.

With a data center exit on the horizon, Domino’s saw the moment to modernize. Customer records were matched using rigid, single-identifier logic that couldn’t keep pace with how people actually order today: in-store, online, via app, or through third-party delivery.

Lovelytics partnered with Domino’s to execute an enterprise data transformation on Azure Databricks — migrating the legacy warehouse, resolving customer identity across every channel, and layering in governed, AI-powered analytics so the business could confidently trust and act on its data.

Domino’s evaluated several partners for a transformation of this scale but chose Lovelytics for the depth of hands-on expertise the team brought to the table, and for how quickly that team became indistinguishable from Domino’s own.

Resolving customer identity across POS, web, app, and third-party delivery data turned out to be far more complex than a simple record match. Inconsistent identifiers meant the first pass at probabilistic matching needed several rounds of tuning before it could be trusted for household-level personalization.

Rather than force a rigid rule set, the team iterated closely with Domino’s data stakeholders, testing match confidence against real customer scenarios until the identity graph held up under scrutiny — a reminder that the technical migration is often the easier half.

Within 18 months, Domino’s had a modern, governed data platform that finally kept pace with the speed of its business.

$110M+