When it comes to pizza, Domino’s is a household name loved by many. In Malaysia, the brand is now stronger than ever as it continues to grow and strive toward becoming the number one food delivery service in the country.
In August 2022, Domino’s Pizza entered a new phase of evolution through an acquisition by Domino’s Pizza Enterprises Ltd (DPE), an Australian-based group operating more than 3,400 Domino’s stores in ten markets worldwide. With this transition, Domino’s Pizza Malaysia became part of the largest Domino’s network outside of the United States. Today, it stands as the largest Domino’s market in Southeast Asia, boasting 240 stores across Malaysia.
Under the leadership of Shamsul Amree, Chief Executive Officer of Domino’s Pizza Malaysia, the brand remains committed to serving its customers with fresh, delicious pizzas while delivering on its promise of speed, convenience, and value.
Overcoming Challenges in a Competitive Market
Despite its success, Domino’s faced significant challenges in 2019, including the removal of GST and the rise of new food delivery platforms. The elimination of GST impacted profit margins as the company no longer benefited from tax credits. At the same time, emerging food delivery aggregators disrupted the industry with competitive pricing and convenience, shifting consumer preferences and increasing costs for Domino’s.
Shamsul Amree recognized that internal transformation was necessary to overcome these obstacles. The team had to rethink its strategies, strengthen operations, and embrace a new mindset to stay competitive.
Building Strength with “Fight On”
Understanding that delivery timing was a key factor in customer satisfaction, Shamsul Amree introduced the “Fight On” campaign—a call for resilience and agility. Inspired by MMA fighters, he developed the Fight On MMA framework, focusing on Measure, Meaning, and Action.
The initiative centered around ensuring a strong and efficient team structure, implementing initiatives to save labor hours by streamlining operations, establishing accurate, data-driven measures to track performance, and eliminating barriers and inefficiencies that slowed down processes.
To further enhance efficiency, the company also restructured leadership positions, embraced a leaner approach, and redefined job standards to ensure better performance and accountability.
Thriving Through the Pandemic
Just as the company was beginning to regain momentum, the COVID-19 pandemic presented yet another challenge. However, the Fight On mindset had already been ingrained in the team, allowing them to act swiftly and proactively.
Recognizing that their delivery and digital capabilities positioned them for success during the crisis, Domino’s doubled down on its customer-first approach. The team worked tirelessly to introduce new procedures and tools to navigate the lockdown while prioritizing employee safety and well-being.
Understanding the uncertainty and concerns among employees, the company established a transparent communication system, launching a dedicated portal for COVID-19-related updates. Employees were encouraged to voice their concerns, and Shamsul Amree personally responded to their questions, providing reassurance and guidance.
“We saw ourselves as frontliners, serving the nation during a time of crisis. We were the first to roll out contactless processes, kept all our stores open, and achieved the highest attendance and punctuality rates throughout the year,” he recalls.
Revolutionizing Delivery with a Game-Changing Innovation
On June 9, 2020, Domino’s Malaysia set a new industry standard with the launch of its revolutionary “Pandu Ambil” takeaway service app. This innovation allowed customers to order via their mobile phones, track their order in real-time, and receive their pizza at their car upon arrival—without needing to park or wait.
Despite the initial high cost and lengthy timeline projected for the project, the team managed to launch it within four weeks at a fraction of the expected cost. The seamless execution of this initiative solidified Domino’s position as a pioneer in food delivery innovation in Malaysia.
“Many competitors attempted to replicate our Pandu Ambil service, but none could match the end-to-end experience we provided,” says Shamsul Amree.
A Remarkable Turnaround and a Bright Future
The year 2020 marked a turning point for Domino’s Malaysia. The company’s strategic shifts, relentless focus on customer experience, and operational excellence resulted in an unprecedented surge in sales and profitability in 2021. Customers returned in full force, driving margins to an all-time high.
Thanks to Shamsul Amree’s visionary leadership and unwavering commitment to people-centric innovation, Domino’s Pizza Malaysia is now poised for even greater success.
There are many ingredients needed for managing a food business successfully, but the most important one lies in customer centricity. For Shamsul Amree, the true testament of ‘It’s All About You’ comes from placing customers at the heart of every innovation, whether in menu creation, service excellence, or delivery efficiency. That is the secret sauce behind Domino’s success in Malaysia - Shanggari Balakrishnan, Chief Executive Officer, MORS Group
