Domino's triples chat conversion for rider reactivation.

Introduction

Peak demand needs a fleet that can return at speed. Domino's runs its delivery fleet through Jubilant Food Works stores across India. Riders leave for a better gig, payment issues, a move back hometown or simply a bad week. Winning them back means finding inactive riders and securing a firm rejoining date—especially before festivals and long weekends when demand spikes.

Challenge

The old outreach could not read intent or reach the fleet in time. One-way WhatsApp templates and manual follow-up left the team without context, while the scale of a seasonal burst made complete coverage impossible.

• No two-way conversation

  On WhatsApp, riders could not explain what was holding them back, whether that was a pending payment, a bike issue, or something else entirely.

• No burst reach

  High-demand windows require 100,000+ riders reachout in a short window of time. A human calling team can only work through a small fraction of that list each day.

• Human time spent qualifying

  Callers had to verify lukewarm leads and repeat basic questions instead of closing the riders who were ready to return.

• Interest without context

  A tap on a template message did not reveal whether someone genuinely intended to return or had simply clicked on it.

Approach

Our Journey Agent decides when to message, call, nudge, and remind. The agent orchestrates WhatsApp chat and voice as a single continuous journey. Every next action responds to the rider's last move rather than restarting the conversation.

• Conversational WhatsApp

  Two-way chat lets riders surface real blockers and get answers, replacing the restrictive one-way templates used before.

• One memory across channels

  Chat and voice share context, so the journey knows when a message needs a nudge and when a phone call is the useful next step.

• Burst reach for high demand windows

  The agents can reach out with more than 100 concurrent conversations to handle seasonal peaks in demand.

• Seven languages by default

  The same journey operates in Hindi, English, Tamil, Telugu, Kannada, Malayalam, and Marathi.

• Joining dates that close themselves

  Once a rider commits, D-1 and D0 follow-ups are scheduled automatically—without exports, sheets, or manual reminder campaigns.

Results

A peak-season campaign that moved at fleet scale. Two-way communication tripled chat conversions. More than 100,000 riders were processed in a single four-day burst, while the coordinated channel mix cost roughly 21% less than voice alone at the same conversions.