Why Accessibility Is Your Website's Silent Time Bomb (Domino's Case Study)

Published on June 5, 2025

Why Accessibility Is Your Website's Silent Time Bomb (Domino's Case Study)

Introduction
Hey there, did you know that your website needs to be accessible to users with disabilities—or you could face serious legal headaches? Most folks don’t realize this until it’s too late. In this post, we’ll spotlight the landmark Domino’s Pizza case, dig into what they had to overhaul (spoiler: it was pretty much everything), and show how you can avoid the same pitfalls with a proactive accessibility strategy.

1. The Domino’s Pizza Lawsuit: A Wake-Up Call You Didn’t See Coming

In 2019, a blind customer, Guillermo Robles, sued Domino’s under the ADA after discovering form fields were unlabeled, buttons lacked descriptive text, and navigation wasn’t keyboard-friendly. While the Department of Justice didn’t bring the suit directly, it filed a Statement of Interest affirming that the ADA extends to websites and apps, reinforcing that inaccessible digital experiences violate federal law.

Key Takeaway: Even global brands can be blind-sided if their platforms aren’t built with accessibility in mind.

2. What Domino’s Had to Do: Rebuild from the Ground Up

Domino’s response was massive—and instructive:

  • Platform Rewrite: They essentially rebuilt their web and mobile ordering systems using modern frameworks that prioritize semantic HTML and ARIA roles.
  • Comprehensive Audit & Remediation: Every button, image, form field, and navigation element was tagged with proper labels and roles so screen readers could interpret them correctly.
  • Keyboard-Only Navigation: Menus, overlays, and interactive components were redesigned to be fully operable by keyboard. No more “mouse-only” traps.
  • Automated Testing & CI Integration: They integrated accessibility checks (axe-core, Lighthouse CI) into their continuous integration pipeline to catch issues before they hit production.
  • Ongoing Monitoring & Training: Domino’s rolled out developer training on WCAG 2.1 standards and set up routine audits to keep their teams accountable.

Why It Mattered: This wasn’t a minor tweak. Domino’s turned a multimillion-dollar business process upside down—proving that accessibility can’t be an afterthought.

3. Why It’s a Massive Problem for Your Business Too

  • Legal Exposure: The ADA carries both civil penalties and attorney’s fees. Lawsuits can drag on for months (or years) and rack up hefty bills even if you settle early.
  • Brand Reputation: News of non-compliance spreads fast. Domino’s faced negative press and consumer backlash until they remedied the issues.
  • Customer Friction: Every inaccessible element is a lost sale. Imagine a potential customer who can’t complete checkout—are they coming back? Probably not.\

4. How to Stay Ahead: Simple Steps to Keep Your Site Compliant

  1. Accessibility Audit
    Kick off with a combination of automated scans and manual testing (screen readers, keyboard navigation). Identify the biggest blockers first.

  2. Prioritize High-Impact Fixes
    Start with form labels, alt text, keyboard focus states, and color contrast. These changes deliver immediate improvements.

  3. Integrate Into Your Workflow
    Add accessibility linters and CI checks so every pull request gets vetted for compliance before merging.

  4. Educate Your Team
    Run a brief WCAG 2.1 training session for developers and content creators. Clear guidelines prevent regressions and keep everyone on the same page.

Conclusion & Next Steps
Accessibility might feel like a compliance checkbox, but Domino’s case shows it’s a core part of your user experience—and your legal risk profile. Don’t wait for a lawsuit to force your hand. Schedule an accessibility audit with us, and we’ll help you catch issues early—saving you time, money, and headaches down the road.

*Stay tuned for our upcoming post: “Designing for All: Practical Accessibility Strategies”*

👉 Contact us today to secure your site’s future and make it usable for everyone.