Domino’s Pizza: The way it plans to transform the ‘authentic meals of the whole lot’

Domino's Pizza: How it plans to become the 'official food of everything'

Boyce spoke concerning the collection of ways Domino’s has used to place itself within the place of pizza marketplace chief – “proudly owning 21% of the marketplace percentage”.

The overarching social technique that he highlighted was once Domino’s’ ‘3 layers of virtual’ – categorized as ‘unifying nationwide moments’, ‘interest issues’, and ‘on a regular basis events’ – which Boyce mentioned is helping Domino’s body, organise and distinguish its process on social.

Right here’s a bit of extra element on what Domino’s had been as much as on social this yr.

Photo of a presentation slide showing Domino's three layers of digital: Unifying national moments, passion points, and everyday occasions.
Domino’s’ ‘3 layers of virtual’

Unifying nationwide moments

‘Unifying nationwide moments’ pertains to days or events throughout the calendar yr that the United Kingdom public jointly practice, e.g. New Yr’s Day, Valentines’s Day, and massive carrying occasions.

New Yr’s Day – or as Boyce put it, the “maximum hungover day of the yr” – was once the primary instance he gave as ‘unifying nationwide second’.

Domino’s used knowledge gathered from the former yr to spot a robust correlation between the closing two days of the yr and an larger collection of pizza orders won over the ones two days.

This perception into its consumers’ behaviours with regards to those particular dates gave Domino’s the facility to plot forward and place itself as ‘The authentic meals of restoration’ for New Yr’s Eve and Day 2018.

Domino’s deployed a national multichannel advertising and marketing marketing campaign to have interaction present and attainable consumers. The use of a mix of localised contextual messaging throughout social and show, OOH commercials and light-hearted items of content material like ‘The Restoration Channel’, Domino’s was once assured that buyers would apply the similar development as in 2017 and order Domino’s pizza to ‘get better’ from their hangovers.

All of this process noticed Domino’s reach the next effects around the New Yr’s Eve and Day:

  • Circa 6 million impressions around the two days
  • Over 2000 direct mentions on Twitter about ‘restoration’ (together with such things as the tweet beneath)
  • Gross sales on New Yr’s Eve building up through 6.1%
  • Overall order expansion rely larger through 2.6%
  • Gross sales on New Yr’s Day larger through 5.5%
  • Overall order expansion rely larger through 6.3%
  • And a few great UGC from micro-influencers ☟

Valentine’s Day was once the following instance Boyce spoke about, with Domino’s calling itself “the authentic meals of tasty chat-up traces”. The corporate advanced a branded chatbot for Tinder known as ‘Dom Juan’, which consumers may just communicate to by way of the courting app – with the chatbot programmed to feed customers ‘tacky chat-up traces’ to ship to their Tinder fits.

The Valentine’s Day marketing campaign additionally integrated different actions: a curated Spotify playlist and TV commercials operating all over widespread TV cleaning soap Hollyoaks have been simply two of those.

The release of Domino’s’ branded Tinder chatbot blended with its different on-line process over 14th & 15th February noticed the next effects:

  • Tinder chatbot: 2 million+ impressions
  • Tinder chatbot ROI: 316okay impressions
  • Spotify: 964okay impressions
  • E mail: 671okay opens
  • Social channels: Five million+ impressions
  • Hollyoaks: 136okay impressions

The closing instance Boyce gave for ‘unifying nationwide moments’ was once Domino’s’ International Cup marketing campaign.

Domino’s used a mix of influencer advertising and marketing (starring former Premier League footballer and Football AM presenter Jimmy Bullard), a branded content material partnership with the SportsBible, and a different International Cup pizza (‘Meatfielder’) to crown itself as ‘the authentic meals of now not going to world soccer tournaments’. 

This multi-pronged manner, in tandem with the country’s fixation with soccer (each consuming and ordering pizza while looking at fits), helped Domino’s reveal the ability of the usage of social channels as a method not to best force emblem consciousness and uplift revenues but in addition urged shoppers to solicit their herbal behaviours, in an unintrusive method. 

The marketing campaign proved to be an enormous luck from each an consciousness and ROI viewpoint, with Boyce mentioning the next effects:

  • Fb impressions: 27 million
  • Fb CPM: £2.05
  • YouTube impressions: 26 million
  • YouTube CPM: £2.13
  • ‘Meatfielder’ impressions: 8.6 million
  • Best possible appearing branded content material on SportsBible (ever)
  • Best 10 branded content material on YouTube leaderboard over June and July

Pastime issues

‘Pastime issues’ have been outlined as events to which Domino’s can act as the very best accompaniment: now not essentially mounted or seen nation-wide like Valentine’s Day, however with sufficient of a collective passion. One of the vital campaigns Boyce pointed to was once Domino’s’ unofficial partnership with hit fact display Love Island.

Highlighting the display’s reputation as essentially the most influential issue, Domino’s (now not an authentic Love Island spouse like Missguided or Superdrug) reacted briefly and situated itself as ‘the authentic meals of being tacky melts’, latching onto the display’s reputation and captive target audience. 

Very similar to the New Yr’s marketing campaign, Domino’s pinpointed the behavioural conduct of its meant target audience – consuming/ordering its pizzas throughout the programme’s run-time – and used reactive social messaging, focused show commercials and pre-rolls at the ITV Hub and much more nuanced ways like customised push notifications to hone in on attainable shoppers whilst the display was once airing.

Boyce was once fast to show that those ‘interest issues’ weren’t only confined to fact TV presentations, with widespread sequence like Sport of Thrones and the English Premier League additionally falling into the similar class.

On a regular basis events

This leads onto the closing form of activation Boyce spoke about: ‘on a regular basis events’. Closely reliant on large quantities of shopper knowledge, and essentially the most tricky of the 3 to ship (consistent with Boyce), that is how Domino’s plans to transform “the authentic meals of the whole lot”.

The image above presentations simply what number of on a regular basis eventualities Domino’s sees itself supplementing – from ‘deserve a deal with’ and ‘I simply were given paid’ to ‘can’t face washing up’ and ‘2nd dinner’.

Despite the fact that which means that Domino’s should produce numerous content material, the emblem is decided to honour its virtual imaginative and prescient – “we [want to] make their subsequent order a Domino’s” – one thing it hopes to succeed in thru partnering with the precise publishers, manufacturers and influencers, inventions thru their merchandise and “handing over content material that’s completely proper for the precise particular person, proper time, proper position”. 


Boyce’s presentation equipped some nice perception into how Domino’s sees itself as a virtual trade, and as such, positions itself as the primary pizza corporate that you just take into accounts when you need to reserve a takeaway regardless of the place you’re or what software you’re the usage of. 

By way of the usage of a variety of advertising and marketing process – starting from influencer-led campaigns to contextual messaging – the United Kingdom’s primary pizza emblem may well be just about pleasant its project of being “the number 1 in each and every neighbourhood on the planet”.

Learn extra of our nice emblem content material from Competition of Advertising 2018:

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