Domino's has a new CEO, and his agenda fits in one phrase: getting closer to the customer. Joe Jordan, who now leads the pizza chain, said the company will sharpen its promotions through its loyalty app and improve operational consistency — all aimed at one number that matters most in pizza: purchase frequency.

That's a deliberately narrow to-do list. In delivery pizza, the business doesn't run on first-time orders. It runs on how often the same household comes back, and promotions are the main lever for moving that dial.

What does this change for operators?

The short answer: the loyalty app moves from a marketing channel to the core of the promotion engine. Instead of broad discounting, Domino's can target offers at specific customer segments — the mechanism CEO Joe Jordan described when he said the company will "sharpen promotions through its loyalty app."

For a chain of Domino's scale, that shift matters economically. Blanket coupons cut margin on every order, including the ones that would have happened anyway. App-targeted offers concentrate the discount where it changes behavior, which protects the average check while still stimulating frequency.

The second plank is consistency. Jordan framed improved consistency as a companion to the promotion work, and the logic is straightforward: a sharp offer that arrives late or under-executed doesn't build frequency — it burns the very customer the offer was meant to win back. Operations and marketing, in his framing, are two halves of the same frequency strategy.

Why frequency is the metric to watch

Jordan said the promotion and consistency work is explicitly "an effort to drive greater frequency." That's the outcome investors and franchisees will be tracking. Frequency growth means the same marketing dollars generate more orders per customer, which flows straight into same-store sales without additional ad spend.

The loyalty app gives Domino's the data to measure it. Every redeemed offer is a tracked transaction, so the company can see which promotions actually lift repeat visits — and pull the ones that don't.

The road ahead

Jordan's language — "getting closer to the customer" — signals a back-to-basics posture rather than a strategic pivot. Watch for Domino's to test more granular, app-exclusive offers and to tighten execution standards across stores in the coming quarters.