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Published by:
IBS Center for Management Research (2020)
15 pages
Data source:
Published sources


The case discusses the American multinational pizza giant Domino's Pizza, Inc's (Domino's) strategy during the Coronavirus pandemic in 2020. Domino's resorted to a 'çontactless' delivery initiative, which it launched in January 2020 in the wake of the novel Covid-19 outbreak that started in Wuhan, China, and soon spread to countries across the world. With increasing awareness about the virus, consumers were taking precautions to prevent transmission of the disease and were remaining indoors. Many restaurants were closed and the governments of all countries allowed only takeout and delivery. Since Domino's had a strong delivery infrastructure and digital customer base who knew how to order online, it was well-positioned to tackle the crisis. Some analysts appreciated Domino's for its contactless delivery model as it was helping the pizza giant to thrive during the Covid-19 crisis. To cater to the increasing demand from consumers, Domino's was planning to hire 10,000 new workers in the US. However, it also attracted the ire of critics who felt that the company was putting its employees at risk of contracting the virus. There were also instances of some of its employees contracting Covid-19. With this being early days of the pandemic, some analysts opined that it could be a tough road ahead for Domino's as the company had to grapple with the full impact of the Covid-19 pandemic.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.


Business continuity plan; COVID-19 pandemic; Core competency; Competitive advantage; Strategic capabilities; Reshaping strategy; Business model; Crisis management; Crisis communication; Contactless delivery; Delivery infrastructure; Retail; Corporate social responsibility; Stakeholder management; Social distancing


The events covered by this item took place in 2020-2021.

Geographical setting

United States; India; United Kingdom

Featured company

Company name:
Domino's Pizza Inc
USD 14.3 billion (2019)
Public company

Featured protagonist

  • Ritch Allison (male), CEO

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