Digital Signage Menu Board For Domino’s Pizza
This case study highlights how Domino’s Pizza has integrated Digital Signage OS into their network of takeaway locations to manage digital menu boards, showcase promotional content, and improve overall in-store communication through a centralized signage system.
About Domino’s Pizza
Domino’s Pizza is a globally recognized brand in the takeaway pizza industry. In Greece, the company operates 34 locations—including both corporate-owned and franchised outlets—with more than 40 active points of sale. The Greek branch, managed by Anatron, also supports operations in neighboring countries by exporting ingredients and technological solutions to Bulgaria, North Macedonia, Romania, Cyprus, and Malta. The brand emphasizes exceptional quality and customer service, aiming to deliver top-tier pizza at great value.
The Need
When Domino’s approached us for a consultation, they were seeking a modern replacement for their outdated “DIY” setup, which involved using flash drives to manage digital content on menu boards. This decentralized and inconsistent system made it impossible for the headquarters to verify whether content was being displayed correctly—or at all. Beyond visual appeal, the goal was to modernize their in-store experience, ensure brand consistency, and use screen real estate for seasonal promotions and revenue-generating opportunities. They needed a solution that offered full control over content from a central location.
“The important thing for us was that we needed an easy-to-use, robust digital signage solution that we could comfortably manage from our central offices, and of course, one which could fit to our low advertising budget.”
C. ATHANASOULIS – Digital Marketing Consultant
The Solution
Before adopting our cloud-based digital signage CMS, Domino’s relied on fragmented, makeshift solutions in different branches. After testing various providers, they initiated a pilot with us and quickly realized the potential. Once the pilot proved successful, the solution was rolled out across all locations in Greece.
Digital Signage OS Raspberry Pi-based hardware was ideal—durable enough for the kitchen environment and pre-configured for immediate deployment. The plug-and-play functionality allowed screens to be operational within hours, reducing setup time and complexity.
Domino’s now leverages Digital Signage OS to display dynamic content, such as promotional videos, seasonal campaigns, and animated ads, primarily focusing on digital menu boards. These displays also support cross-selling and up-selling strategies, all while keeping customers engaged. The ultimate aim is to drive more in-store sales effortlessly. We make adopting QSR digital menu boards easy and effective.
Operational Flow
Since most customers (approximately 80%) visit stores for pickup, the digital displays are strategically used to trigger impulse purchases and provide brief entertainment during the waiting time. The screens are centrally managed, giving headquarters full control over what’s shown and when. At the same time, local branches are also allowed to customize content for special events or local deals, maintaining flexibility where needed.
“The screens help us try to cross-sell and upsell products. Most customers come into the store to pick up their order, so they have already ordered their main course. We try to upsell side dishes and drinks, etc. In addition to this, the screens also provide customers with something to look at while their order is packaged.”
C. ATHANASOULIS – Digital Marketing Consultant
The Result
Domino’s can now manage all digital signage from a single platform, instantly updating content across locations without hiring additional staff or IT support. The system not only boosts sales but also enhances the in-store ambiance, aligning with the company’s modern brand image.
The most significant benefit is the ability to present the right content, at the right time, in the right place—with minimal effort. This allows Domino’s teams to concentrate on strategic business priorities rather than operational challenges.
“As a digital marketing executive, I found it very easy to navigate and use, but when I needed it, the team were exceptional in providing guidance. Overall, we found that all the best things about the digital signage solution – a hi-tech tool, simplicity, and great value – were matched by superb customer service and support. Especially after sales; we felt we were treated special and their technical team supported us all the way through deployment and beyond.”
C. ATHANASOULIS – Digital Marketing Consultant
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