Jubilant FoodWorks is beginning to turn the Domino’s India app into an advertising platform, allowing consumer brands to reach customers after they place orders. The move reflects how the company is attempting to monetise the large volume of traffic flowing through its ordering app while maintaining direct control over the customer relationship.
Sameer Khetarpal, Chief Executive Officer (CEO) and Managing Director (MD) of Jubilant FoodWorks, said the company is already seeing strong interest from advertisers.
“We are very positively surprised by the engagement and the quality of brands that we’ve been able to get from Flipkart Minutes to Tata Neu to Amazon Fresh to Apple,” he said during the company’s Q3FY26 earnings call.
Khetarpal said the company expects the channel to eventually contribute a measurable share of revenue. “At the right time, I’m not saying it short-term, we should get about 1% of our revenues on that channel. We should be able to monetise to that extent,” he said.
He also described the quarter as validation of the company’s broader technology investments. “Q3 FY26 was a proof point quarter for us. Strategy is working, our technology and investments in AI are delivering impact and execution was rock solid,” Khetarpal explained.
Key Strategic Signals From Jubilant FoodWorks’ Q3FY26 Earnings Call:
1. Domino’s app is emerging as an advertising platform
Jubilant said the advertising model is designed to avoid disrupting the ordering experience by showing ads only after customers complete a purchase.
“We have taken a conscious call to not monetise pre-order or the pre-order journey. Only post [the] order, we are monetising it. We want to give an immersive and a friction-free shopping experience,” Khetarpal said.
Moreover, the company said its technology stack allows advertisers to target users geographically and by device type. “We have built a strong tech foundation where we can target by a zip code in India, gives more analytics back to the customer,” Khetarpal remarked.
Additionally, he said that advertisers can create specific audience segments within the app ecosystem. “Apple can target Android customers and Android can target Apple customers. Some of those things are very unique to us, and we will scale that up,” Khetarpal said.
However, management said the ordering experience will remain central to the platform. “The customer journey of ordering the pizza in three to four clicks and deliver that in 20 minutes. That remains sacrosanct. Everything else, we will try,” Khetarpal revealed.
The initiative builds on a shift that began earlier in FY26. During the Q2FY26 earnings call, management disclosed that the company had launched an ad monetisation platform on the Domino’s app, allowing brands such as Apple, Tata Neu and Flipkart to advertise to roughly 15 million monthly active users. The latest disclosures suggest the company is now…
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