Domino’s Success Marketing Strategy
When someone says Pizza, Suddenly our mind thinks about one of the most popular Pizza Brand Domino’s. Domino’s Pizza is a popular pizza chain worldwide, and it continues to grow each year due to its successful marketing strategy. Domino’s fast-food chain sells over 3 million pizzas every day in 90+ countries, operating in 17,600 worldwide. Domino’s is also known for its different delivery styles with the same motorcycle color, and they deliver Pizza within 30 minutes.
The Journey Of Domino’s
Domino’s Pizza is a household name. Founded in 1960, the company has become one of the most successful fast-food franchises in the world. But how did it all begin? In the late 1950s, brothers Tom and James Monaghan purchased a small pizza store in Ypsilanti, Michigan. The brothers named the store DomiNick’s and began offering pizza delivery to customers. Within a few years, the restaurant began to take off, and the brothers decided to expand. In 1965, Tom Monaghan purchased his brother’s share of the business and changed the name to Domino’s Pizza. He believed the name was more catchy and memorable. He also began using the iconic red, white, and blue logo to create a recognizable brand. In the 1970s, Domino’s Pizza began to expand rapidly. The company opened its first franchise in 1967, and by 1975 it had over 200 stores. In 1978, Domino’s introduced its iconic 30-minute delivery guarantee, which quickly became its signature offering. The 1980s and 1990s saw the company expand even further. Domino opened its first international location in 1983 in Winnipeg, Canada. By 1992, the company had over 5,000 locations worldwide. In the 2000s, Domino’s continued to grow, introducing new menu items and embracing technology. In 2008, the company launched a website and mobile app, allowing customers to order and pay for their food online. Today, Domino’s has over 17600 locations in 90+ countries. A household name, the franchise has become one of the world’s most successful fast-food chains. It began with two brothers and a small pizza store in Ypsilanti, Michigan.
Dominos Marketing Strategy
Domino’s share price has increased by more than 2,000%, making it bigger than Amazon, Google, Apple, and Facebook. In November 2008, Domino’s pizza stock fell to $3 per share, which was its all-time low.
So, at that time, Domino’s used some marketing plans to help their business grow. The first is called Customer Is King. Domino’s Pizza. Recognize its flaws, listen to criticism, work on what customers say, and change the recipes to suit customer tastes.
The second change is Great Technology. Pizza is only one part of their success. They’ve also become a tech giant, completely changing how people think of Domino’s from a pizza delivery company to a technology company. And as a result, Domino’s passed Pizza Hut to become the world’s largest pizza chain, with a share price of about $344 today. Today, there are over 18000 stores of Dominoes all over the world.
Domino’s Pizza has many marketing strategies that have enabled it to become a global leader in the pizza delivery industry. The company has focused on digital marketing, leveraging social media, search engine optimization, and targeted ads to reach new customers. Domino’s has also invested heavily in television advertising using traditional and digital channels. The company also uses targeted email campaigns to promote its products, direct mail and print media.
Target Audience & Advertisement :
Domino’s targets a wide range of audiences. The main target audience of Domino’s is the 18 to 45 age group. Some of the main groups Domino’s targets include families, anyone from a college student having a night in with friends to a gym rat eating Pizza as a cheat meal to a working professional ordering Domino’s during overtime. Domino’s also targets people looking for a quick and convenient meal option and those who enjoy Pizza and other fast food items. In general, Domino’s seeks to appeal to a broad range of consumers looking for an easy and convenient way to enjoy a tasty meal.
Domino’s advertisement strategy has very different from others when we see Domino’s advertisement can instantly make you crave a pizza. Domino’s advertising campaigns are designed to reach a wide range of consumers, increase brand recognition, and promote customer acquisition and loyalty.
Online / Digital Ads
Domino’s uses Google and Facebook ads to reach people in certain age groups and places. If there is a Domino’s in a city, the people who live there are targeted by Domino’s Facebook ads. Also, Domino’s puts Google ads on search results, websites, and online games to get people to order from them online. Domino’s also has sponsored ads on different YouTube videos and posts video ads on its own YouTube channel.
Offline Ads:
Domino’s is targeting young adults, and they might place ads in magazines or newspapers that are popular with that demographic. In India, most families watch television with their family, so Domino’s is advertised with a personal touch.
Domino’s also advertises on billboards, so you crave a pizza on the road, and customer surely visits the nearest Domino after watching that ad on the billboard.
Email & SMS Marketing:
Domino’s customer service team informs customers of new recipes, offers, or discounts through SMS and email. When we signed up in Domino’s app, we submitted our Email or Mobile Number for sign-up. Domino’s used those contact details for retargeting their customer. For Example, Sometimes, Domino’s sends OTP for order confirmation. At that time, we can see the discount offer mentioned in that OTP text message. Domino’s used attractive emails for their New Combo offers.
Influencer Marketing
Influencer marketing is one of the trending marketing strategies nowadays. Dominos also uses influencer marketing as part of its marketing strategy. Suppose Domino’s is launching a new line of vegan pizzas and wants to promote them to a younger, health-conscious audience. They might partner with a popular vegan food blogger with a large social media following. The food blogger could create content featuring the new vegan pizzas, such as recipe videos or blog posts, and share it with their followers. To further promote the new vegan pizzas, Domino’s could offer special deals or discounts to the followers of the food blogger.
For example, they might offer a discount code that can be used to receive a discounted vegan pizza when ordered online.
Domino’s used other techniques for their marketing strategy, like using various hashtag campaigns run by Domino to get a wider audience and ultimately increase sales. The Domino’s chain partnered with ITC in 2020 to sell essential items to people during the lockdown. Domino’s created a section on its app called “Domino’s Essentials” during the lockdown.
In Conclusion, Becoming a Big brand is not easy, but if you have a successful marketing strategy, your business will grow automatically, and Domino’s has proved that.