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 stand 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 worldwide.
From being brave enough and reinventing their recipes to completely digitizing 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 created an impact online.
Check this video about the exciting Story of the domino’s logo
Domino’s & Case Study
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, making affordable, tasty pizza accessible to everybody. In India, in particular, every town and every area of a metropolitan will have dominos in its neighborhood.
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, and 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.
Jim and Tom Monaghan started Domino’s in 1960. They ran the company as a family business for many years. In 1998, they sold the company to Bain Capital. Dominick DeVarti was the CEO of Domino’s from 2000 to 2010.
Russell Weiner is the current CEO and key person of Domino.
Domino’s Logo Evolution
The world’s most popular pizza chain, Domino’s has been around for over 60 years. In that time, its logo has undergone quite a few changes, but the initial layout is still identifiable. Here is the Domino logo’s development, and see how it has changed throughout time.
What Can Marketers Learn from Domino’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” flavor 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 candor.
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 further boosted its success. 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’s widespread media attention.
Domino’s Self-Drive Car:
The AI Robot In Australia:
Domino’s Brand Overview
|Founders||James Monaghan, Tom Monaghan, Dominick DeVarti|
|Founded||December 9, 1960, in Ypsilanti, Michigan, United States|
|Headquarters||Domino’s Farms Office Park, Ann Arbor, Michigan, United States|
|Number of locations||18,848 (As of Jan 2, 2022)|
|Chief Executive Officer||Russell Weiner|
Domino’s Digital Marketing Strategies
1. Domino’s Social Media Marketing Strategies
Domino’s Facebook Marketing Strategies:
Domino’s has over 6,809,279 followers on Facebook. They started their Facebook page before most brands and have consistently posted good content.
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, community-engaging postings, and a lot of colorful and exciting imagery. To keep up with the times, Domino’s usually participates in national/hashtag holidays and references 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. 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
Domino’s have over 500K followers on Instagram, with popular hashtags and then 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 humanize the company, engage employees, and stimulate content sharing.
Domino’s Twitter Marketing Strategies
Like many other successful B2C firms on social media, Domino’s uses social media as a customer service tool as much as – and perhaps even more than – a marketing tool. On Twitter, Domino’s has over 240K followers, it focuses mostly on announcements, new launch products, and customer service, with interactions, GIFs, and pizza memes thrown in for good measure.
2. Domino’s SEO Strategies
To boost the visibility of its brand on search engines, Domino’s Pizza employs both organic and paid searches. And the organization is ahead of the curve when it comes to online marketing.
In terms of search engine marketing, the organization 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. Domino’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. Domino’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 while other businesses debated whether 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.
5. Domino’s Target Audience
Domino’s is one of the leading pizza chains. Its target audience is youngsters and families with young children who are looking for a quick and easy meal. Dominos offers a variety of pizzas, pasta dishes, wraps, Tacos, and desserts that are sure to please everyone in the family.
Additionally, the company is constantly coming up with innovations to bring something new and intriguing menu items. Whether you’re feeding a large group or just yourself, you have got covered.
6. Domino’s Recent Ads Campaigns
If you are looking for the latest Domino’s ads? See the most recent campaigns and find out how to save more on your next pizza order. Dominos got something for everyone, whether you’re a fan of classic cheese or pepperoni or like to try new things or classic pizza mania. Check out our latest ads and see how you can save!
From hiring partners and new launches to super saver deals, you can learn so much from the brand’s ads and how to present the products in front of your audience full of excitement that leads to boost sales for sure.
Domino’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 was bad and alter it. 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, which 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!
When you think of London Fashion Week, Domino’s isn’t the first name that comes to mind. 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? Enrol 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.
You can start learning digital marketing by taking our free digital marketing course.
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!!
1. What are Domino’s key marketing strategies?
Domino’s is very successful due to its effective use of digital platforms. Key strategies thus far are using fewer social platforms where its audience hangout, say- Facebook, Twitter, YouTube, etc. Domino’s also uses text messaging, mobile applications, and podcasts to reach a vast audience segment.
2. How does Domino’s segment its markets?
Dominos segments its markets by location. The location is divided into 3 primary categories: smaller, rural, and metropolitan. They then open the stores in the targeted location & digitally market the offerings with exciting offers.
3. How does Domino’s target it’s advertising?
Domino’s highly focuses on online advertising as a form of direct marketing. Online advertising often takes the form of banner ads, search advertisements (also called sponsored links), and contextual advertising, in which ads are displayed based on the content or context of a site. Domino’s often uses video campaigns in collaboration with influencers or simply shows its loyal customers.
4. What is Domino’s target audience?
Domino’s target audience is everyone who enjoys pizza. From millennials to families with toddlers and teenagers who just need a variety of delicious food within mins without any physical effort.