Domino’s Pizza is aiming to ramp up its data strategy with the appointment of a new head of insight and analytics for its UK and Ireland operation, as it continues its digital transformation strategy.
Simon Wainwright takes up the role with immediate effect, joining from business consultancy Advantage Group International, where he had served as a director for the past 14 months.
Prior to that, Wainwright spent three years as group head of insight and foresight for brand proposition at Tesco, and five years at the Institute of Grocery Distribution (IDG), latterly as director of global insight, leading the firm’s global research and consultancy products.
He has also held senior insight roles at Burton’s Biscuit Company, Trinity Mirror Group, Future Publishing, EE, T-Mobile and an earlier spell at Tesco, working on marketing insight for the home entertainment division.
In his new role at Domino’s, Wainwright will head up insight and analytics for UK&I with responsibility for marketing analytics, ecommerce analytics, customer and consumer insight and analytics and innovation insights.
It is understood Wainwright will report into director of data and insights for Domino’s Pizza UK&I Antony Bradshaw, who moved up in early 2026 from the role Wainwright is now taking on to oversee the growth of the brand’s local data leadership teams.
VCCP has held the company’s creative account since 2017, introducing long-running platforms like the “Domin-oh-hoo-hoo” yodelling campaigns.
Media planning and buying is handled by Havas Media Network UK and is one of the longest-running partnerships in British marketing; Havas has held the account for 27 years and recently retained the business through a closed review process.
Domino’s data and tech strategy focuses on transforming the business into a cloud-native, data-driven ecosystem, so much so that it is claimed Domino’s operates less like a traditional fast-food company and more like an ecommerce and tech company that happens to sell pizza.
Its tech infrastructure supports seamless ordering across mobile apps, websites, smart TVs, social media, and voice assistants (like Alexa). Digital channels generate over 70% of the company’s total retail sales.
In a LinkedIn post, Wainwright said: “Delighted to be back on the consumer side again looking at how consumers think, feel and act in the world of food service. I’m sure my experience at Tesco, IGD and Advantage Group International will all serve me well. I’ve even managed to earn a few ‘cool points’ from the kids for working for such a cool and popular brand. Wish me luck. As Domino’s say, we got this.”
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