Domino’s stock is up about 5,000 percent since 2008

As the severe recession took hold in 2008, Domino's Pizza Inc. was sinking as well.

The pizza delivery chain was under siege for its lousy food and mediocre service. Complaints poured in that a Domino's pizza crust tasted like cardboard and its tomato sauce like ketchup.

Investors weren't happy, either. In late 2008, Domino's stock had fallen to $3.85 a share. Domino's even aired television ads acknowledging its problems, a public mea culpa in which the chain promised to do better.

It did.

Under the guidance of CEO J. Patrick Doyle, Domino's has enjoyed a remarkable resurgence.

That's mainly because the chain completely overhauled its pizza recipe and rooted out poor franchisees. Domino's also aggressively embraced digital technology to make ordering more efficient, customer friendly and maybe even cool.

The Ann Arbor, Mich., company's revenue and profit have surged. Its same-store sales - sales from stores open at least one year, a key measure of retail performance - have risen in the U.S. market for 24 consecutive quarters.

Domino's, which is almost entirely a franchise operation, also kept expanding worldwide and it recently opened its 14,000th store, in Malaysia.

The chain delivers more than 1 million pizzas a day and its global sales, including those of franchisees, totaled $10.9 billion last year, nearly double the $5.5 billion it posted in 2008.

More than 60 percent of Domino's orders are now executed on digital platforms, rather than by phone, and Domino's often refers to itself as a 'technology company.”

Customers can order on Domino's own smartphone app, Amazon.com Inc.'s Echo speaker or online via Facebook, Twitter and other platforms as well as at the Domino's website. Discounts often are included when ordering online, and there's a loyalty rewards program.

In the cool technology department, the Domino's app includes an order tracker that lets customers follow the preparation and delivery of their food. It also has a voice feature allowing customers to order by simply speaking into their phones.