Domino’s logo wasn’t how it was supposed to be, but the way it turned out is the biggest testament to Domino’s success. Confused? Let me elaborate!
The three dots on Domino’s logo stands for their first three stores, and the plan was to add another dot each time they opened up a new store. However, having 18,300 really big dots as their logo wouldn’t really be attractive..or even possible. Hence, they ditched that idea and focused on spreading their franchises all over the world.
From being brave enough and reinventing their recipes to completely digitising themselves, one can always look up how Domino’s ideates and executes its strategies to get some inspiration. This blog will run through Domino’s digital marketing strategies and see how they managed to create an impact online.
About Domino’s [History]
The first pizza served by Domino’s was way back in 1960. They had a humble beginning with the simple aim of giving people great tasting pizza. Today, they have 18,300 stores worldwide and have made affordable, tasty pizza accessible to everybody. In India, in particular, every town and every area of a metropolitan will have dominos in its neighbourhood.
Incorporated on March 16, 1995, Domino’s Pizza India Private Ltd. commenced operations in 1996. In 1996, the firm opened its first Domino’s Pizza location in India, in New Delhi. Jubilant FoodWorks Limited, based in Noida, Uttar Pradesh, controls the Domino’s Pizza franchise in India, Nepal, Sri Lanka, Bangladesh, Bhutan, and the Dunkin’ Donuts franchise in India. Shyam Sunder Bhartia (husband of Shobhana Bhartia) and Hari Bhartia own the Jubilant Bhartia Group, including Jubilant FoodWorks.
What Can Marketers Learn from Dominos’s Marketing Strategies?
Domino’s uses as many as nine digital platforms (or more) to sell its pizzas:
- Facebook Messenger
- The Company’s mobile app
- On Twitter, with the help of emojis
- Google Assistant & Alexa
- Smart TVs
1. Listening To Criticism And Doing Better
Domino’s Pizza had an image problem in the mid-2000s. The stock price was hovering around $3.00, which was an all-time low. Customers grumbled about how “cheap” the product was. The crust had a “cardboard” flavour to it, and the recipe was unoriginal. Brands like Papa Johns, who employed “freshness” as a marketing catchphrase, were able to capture the attention of a growing number of customers who preferred quality over low pricing.
Amid this disappointment, company management had an unexpected epiphany: confess that the pizza was awful and change. Following that, a comprehensive overhaul of Domino’s current recipes was launched, with customer focus groups and culinary professionals on hand to oversee the transformation. This resulted in the “Oh Yes We Did” campaign, which was notable for its uncharacteristic candour.
They went door to door, met their harshest critics, and offered them their newly made pizzas. This was a huge hit since they received an overwhelming response from their viewers.
2. Introduction Of Technology
Pizza Tracker, or as the firm labels it, Domino’s Tracker®, was a food service sector innovation. Customers may track the order time with the tracker, which was introduced in 2008, shortly after the purchase was placed.
The franchisees were able to improve operational transparency because of the technology. In 2011, it released an iPhone application that allowed users to track their orders directly from their phones.
When Domino’s updated its pizza recipe two years ago, this technological development boosted the brand’s success even further. Pizza sales increased by 25% in the United States as a whole. In 2015, the company launched online ordering via voice search. It released AnyWare, which allowed customers to order Domino’s Pizza from Siri, Amazon Echo, wearables, and other devices.
3. Inspiration From AI
While digital marketing remained a key component of Domino’s transformation, other areas of development centered on innovation improved the company’s brand image, increased public trust, and encouraged investors to invest. Experiments with driverless vehicles, drones, artificial intelligence, and mobile marketing stunts garnered the Corporation widespread media attention.
Domino’s Self-Drive Car:
The AI Robot In Australia:
Dominos’s Digital Marketing Strategies
1. Dominos’s Social Media Marketing Strategies
Domino’s Facebook Marketing Strategies:
Domino’s has over 6,755,524 followers on Facebook. They started their Facebook page before most brands, and have been posting good content consistently.
In many ways, Domino’s embrace of digital marketing begins with this reliance on customer feedback. As social media became more popular in the 2000s and early 2010s, Domino’s began its “Think Oven” project to gain insight from customer feedback and brainstorming. Participants were urged to post their suggestions on a Facebook page. The ideas that received the greatest attention were awarded monetary rewards and were implemented with executive permission.
Domino’s Facebook page has a fantastic combination of promotional information and community-engaging postings, as well as a lot of colourful and exciting imagery. To keep up with the times, Domino’s usually participates in national/hashtag holidays and makes references to current events.
In the example below, Domino’s shared a relatable Facebook post that appealed to young British culture – beginning with beer and finishing with Domino’s. It’s a recurring motif for Domino’s to radiate confidence, if not arrogance, in the success of Domino’s pizza. This related content encourages Domino’s content to be shared with friends and family, contributing to the “guilty pleasure” culture.
Domino’s Instagram Marketing Strategies
Instagram is also popular, with popular hashtags and the taking photos of your meals and uploading them’ strategy. Every week, Domino’s UK features a fresh photo taken by staff at various locations throughout the country. This is an excellent method to humanise the company, engage employees, and stimulate content sharing.
Dominos’s Twitter Marketing Strategies
Domino’s, like many other successful B2C firms on social media, uses social media as a customer service tool as much as – and perhaps even more than – a marketing tool. On Twitter, Domino’s focuses mostly on customer service, with interactions, GIFs, and pizza memes thrown in for good measure.
2. Dominos’s SEO Strategies
To boost the visibility of its brand on search engines, Domino’s Pizza employs both organic and paid searches. And the organisation is ahead of the curve when it comes to online marketing.
In terms of search engine marketing, the organisation experienced tremendous sales success through paid search. It used Google’s smart ad bidding tactics as well as Google’s machine learning system.
Domino’s SEO and SEM tactics are both aimed at increasing sales. When you go to the official Indian website or any other country’s website, you will notice a menu and two call-to-action buttons. You can order directly from the PC or download the app.
The Domino’s India website has a domain authority of 51 and 1,53,019 organic keywords.
3. Dominos’s SMS And Email Marketing Strategies
Domino’s India does not use email marketing as a significant type of marketing. They employ email marketing to send order confirmation messages and, on occasion, remarketing messages. SMS marketing is widely used since it may send OTP, order confirmation, or offer-related messages.
4. Dominos’s Mobile Marketing Strategies
By far the most significant boost to Domino’s direct product sales was made possible by the early adoption of mobile apps and platforms. During the 2000s, the corporation focused much of its effort on iOS when other businesses were still debating whether or not to adopt it. The app gained popularity on iPhones and iPads because of its personalization options, which included the ability to design a unique pizza and save specific orders.
Dominos’s Top Digital Marketing Campaigns
1. Oh yes, we did!
In the mid-2000s, Domino’s Pizza faced an image crisis. The stock price was hovering around $3.00, a record low. Customers complained about the product’s “cheapness.” The crust tasted like “cardboard,” and the recipe was unimaginative. Brands such as Papa John’s, which used “freshness” as a marketing buzzword, were able to gain the attention of an increasing number of customers who valued quality over low prices.
During this period of sadness, company management had an unexpected epiphany: admit that the pizza is bad and alter. Following that, a thorough revamp of Domino’s current recipes was launched, with customer focus groups and culinary professionals on hand to monitor the shift. All of this culminated in the “Oh Yes We Did” campaign that was a huge hit in many areas.
2. The official food of recovery
Domino’s UK launched a six-part advertising campaign in late 2017 to position itself as the “Official Food of Everything.” It’s a bold assertion, but as agency VCCP puts it, “Domino’s isn’t just about getting amazing food fast; it’s a method to bring people together, to celebrate the great and the small or just the daily, it works for everything, officially.”
As a result, the advertisements feature a variety of identifiable and relatable day-to-day circumstances, such as hangovers, break-ups, and nights in. Essentially, the message is that a Domino’s is the best accompaniment to any occasion.
3. Night in!
Domino’s isn’t the first name that comes to mind when you think of London Fashion Week. But that didn’t stop the pizza business from getting in on the action this year, collaborating with designer Liam Hodges on its own three-piece garment collection.
Based on the concept of “JOMO,” or ‘joy of missing out,’ and the growing popularity of staying in rather than going out, the collection features a range of outfits to keep people comfy at home. It includes ‘The Gaming Bag,” an all-in-one sleeping bag suit with arm and leg openings; “The Boxset Blanket,” a three-person blanket; and ‘The Controller Coat,” a cape with pockets for essentials like a TV remote, phone, and gaming controller.
As you can see, Domino’s has joined the internet arena to advertise its products and brand. Do you want to develop your own strategy? Enroll in Digital Scholar’s online digital marketing course to boost your company’s digital marketing tactics and strategies. This course is designed for anyone who wants to learn everything there is to know about digital marketing and how to apply it to their own business. To find out more about them, go to www.digitalscholar.in.
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What do you like best about Domino’s advertisements? Please share your thoughts in the comment box below! Would be happy to know your thoughts.
Happy Domino’s Pizza Eating And Learning!!