Domino’s Pizza

Situation

The Domino’s story began in 1960 when two brothers opened their first pizzeria called DomNick’s in Michigan. In 1965, they renamed their successful pizzeria Domino’s. By the year of 1978, there were 200 pizzerias in operation. By 1989, there were 5,000 Domino’s stores. In 2000, the 2,000th Store Domino’s Pizza International opened its 2,000th store outside the United States. Domino’s celebrates 40 years of development around the world. At the same time, global sales reached more than $3.54 billion.

 

Now, Domino’s Pizza is “Pizza delivery” with more than 10.000 stores in 72 countries. There are 1 million pizzas served every day. Domino’s Pizza officially entered Vietnam in November 2010, marking a new step in the fast-food industry. Domino’s Pizza has to apply and adapt its standard concept and jump into the digital world.

Solution

Domino’s Pizza’s global value proposition is “hot and affordable pizzas delivered to your door within thirty minutes.” This value proposition is reflected in the exclusive delivery position in Vietnam.

To generate sales from online, online delivery was emphasised. This is why they invested primarily in the website, booking system, online marketing campaign and promotion. much less on  the in-store activities. To highlight the unique selling points of the 30-minute tracking app for online pizza orders. If orders arrive after 30 minutes, customers receive complimentary pizzas. This tactic was the basis for stunt public relations and social triggering.

For the product, the brand was quite amenable to localization in order to win the hearts of Vietnamese consumers. On the menu was a pizza inspired by grilled rice papers (banh trang nuong), with ingredients such as dried shrimp and pork floss.

Promotion wise, Tuesday will feature a buy-one-get-one-free promotion and Thursday will offer a 50% discount (which is the fifth day of the week in Vietnamese culture).

Occasionally, a partnership with another brand can yield benefits for both parties. Thus, Domino’s Pizza chose to co-brand with Coca-Cola, the largest supplier of soft drinks. Customers will receive a complimentary pizza of the same size with each pizza order that includes a coke. Domino’s offers a better price when purchasing a pizza and coke combo, encouraging customers to take advantage of this offer.

In addition, Domino’s Pizza creates a viral video on social media, particularly Facebook, in order to interact with potential customers and achieve their objectives. The objective is to increase the visibility of Domino’s on digital channels and encourage people to visit its physical as well we online stores.

Scope of work

Social content management

Social advertising

Website revamp

Result

Number of fans: +53,000 at 9% involvement during the campaign’s run

The promotion had a direct effect on sales volume as well, which hit a peak of up to 65 orders per day.

 

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