# What Is Domino's A/B Testing On Its Home And Ordering Screen?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=12
Tags: landing-page, checkout, experiments, mobile, ux-patterns
HTML: https://www.lazyweb.com/research/dominos-home-experiments
Markdown: https://www.lazyweb.com/research/dominos-home-experiments.md

**Answer.** Lazyweb Research detected 12 distinct experiments at Domino's (July 2026), of which at least 11 are on the home surface. [1] Like Crumbl, Domino's concentrates nearly all its detected iteration on the ordering/merchandising home screen rather than a paywall. These are observed before/after variations with inferred rationale, not company-confirmed A/B tests.

> Lazyweb Research detected 12 Domino's experiments (July 2026), at least 11 on the home screen.

## The finding

Lazyweb Research detected **12 distinct experiments** at Domino's, with at least 11 on the home surface. [1] Domino's joins Crumbl (39 home) and DoorDash (45 home) as a food-ordering app that runs nearly all detected iteration on the home/ordering screen — the merchandising surface is the product for these apps.

## How to apply it

Domino's reinforces the food-ordering pattern: the home/menu surface is effectively the only test surface (at least 11 of 12). If you build an ordering app, this trio — DoorDash, Crumbl, Domino's — is the evidence that merchandising, not a paywall, is where the category's testing energy goes. No Domino's experiments were detected in 2026. [1]

## Caveats

All figures are observed variations with LLM-inferred rationale, not company-confirmed A/B tests — no lift is measured. [1] Surface splits are lower bounds because screen category is unlabeled on 1,425 of 4,814 corpus experiments. [cat_null]

## The numbers

| Stat | Computed from |
| --- | --- |
| 12 distinct experiments; at least 11 home | company_total:dominos (value 12; home 11, in-2026 0) |
| 1,425 of 4,814 experiments have no screen category | screen_category_null_on_experiments (1425/4814) |

## Methodology

Universe: 12 distinct Domino's experiments (COUNT(DISTINCT experiment_id)) within 4,814 detected before/after UI diffs across 276 companies, July 2026. Extraction: LLM-inferred rationale on observed variations. Caveat: detected variations only, never company-confirmed A/B tests.

## Sources & citations

- [1] Lazyweb Research analysis of 12 detected experiments (Domino's, ~800-app mobile corpus), July 2026. COUNT(DISTINCT experiment_id) on before/after diffs; surface splits from is_paywall + screen_category.
- [cat_null] Lazyweb Research analysis of 4,814 detected experiments (276 companies, ~800-app mobile corpus), July 2026. screen_category is NULL on 1,425 experiments, so all surface splits are lower bounds.

## Related questions

- [What Is Crumbl A/B Testing On Its Home Screen?](https://www.lazyweb.com/research/crumbl-home-surface-experiments)
- [What Is DoorDash A/B Testing On Its Checkout And DashPass Upsell?](https://www.lazyweb.com/research/doordash-checkout-dashpass-upsell-experiments)
- [Which Apps Run The Most Experiments On Their Home Screen?](https://www.lazyweb.com/research/which-apps-experiment-most-on-home)