Domino’s is one of the largePizza restaurant and delivery chains in the world. It is available in over 11,900 locations across 80 markets. It was started in 1960, by Tom Monaghan. Though Domino’s is globally known for convenient Pizza delivery, its in-restaurant sale is also quite significant.
Domino’s operate through a wide network of company-owned and franchise outlets. The global sale of Domino’s is an average of 1.5 million pizzas per day.
It has a very candid and simple business model. Domino’s make excellent pizzas which are handcrafted to suit the palates of diverse customers. They serve hygienic and quality food at a very reasonable price. With a keen focus on technology, Domino’s has come up with many innovations to ease the ordering system and to provide efficient service to delight its customers. The dough used for pizzas is freshly prepared and other ingredients are also sourced from best vendors to ensure their freshness. There is a stringent quality assurance system to maintain the quality of the products at Domino’s.
Domino’s keeps innovating in its product offerings. There are four unique selling propositions of Domino’s, which has helped it scale new heights of growth globally. These USPs are 30-minute delivery or free, free delivery, product satisfaction guarantee and 15-minute takeaway guarantee.
Objective of the campaign
The objective of the campaign was to create connect with the young millennials who want everything quick and use slangs and yo! language for communication.
Approach
Crispin Porter + Bogusky conceived the concept and introduced it with teaser tweets having only Pizza emojis on Domino’s twitter handle. When the confused customers asked questions about these emojis, the answers were well-punctuated series of emojis. This created a lot of interest and perplexity amongst the customers. Curious customers wanted to know the secret of this deluge of pizza emojis on domino’s Twitter account.
On 14th May 2015, the company unveiled the secret with another tweet having a link of USA today article which stated that the customers would be able to order a pizza by tweeting the pizza emoji or a hashtag. This was another innovation in already efficient pizza delivery system of Domino’s. The article explained that the customers needed to sign into Domino’s easy order system and add their twitter accounts in their profiles after which they could order a pizza using #easyorderhashtag. The pizza saved in their profiles would be ordered. The customers would get confirmation message in direct message for confirmation. After the confirmation, the order would be delivered.
Domino’s to roll out tweet-a-pizza
Bruce Horovitz, USA TODAY 12:18 p.m. EDT May 14, 2015
Ordering a pizza is about to get as simple as a tweet. Beginning May 20, Domino’s, the pizza delivery behemoth, will roll out a “tweet-to-order” system for U.S. customers. Domino’s will be the first major player in the restaurant industry to use Twitter on an ongoing basis to place and complete an order.
Even wackier: Domino’s regulars will be able to order by tweeting only the pizza emoji to @Dominos.
“It’s the epitome of convenience,” says CEO Patrick Doyle, in a phone interview. “We’ve got this down to a five-second exchange.”
It’s all about attracting busy, younger consumers. For Domino’s it was a no-brainer, with upward of 50% of its sales already taking place digitally.
One analyst says it’s savvy PR. Domino’s will enjoy a “burst of publicity” as social media buzzes with the news, says Rebecca Lieb, digital advertising analyst at Altimeter Group. In the early going, she says, it also gives Domino’s a competitive edge.
For Twitter, it’s an evolution that the online social network is trying to make from a place to chat about or even advertise stuff to a place where folks can buy stuff. Several familiar retailers, including Old Navy and AMC Theaters, have tested selling items on Twitter via “buy now” buttons on tweets.
Twitter keeps looking for ways to grow and engage — and make money on — its more than 302 million monthly active users. Some 500 million tweets are sent every day.
The ‘tweet-to-order’/ Easy order became live on May 2015 in U.S.A. With the introduction of this new system, Domino’s became the first major player in the hospitality business to take orders via Twitter. This made ordering a Pizza really a jiffy’s process.
Domino’s tweeted the process to use the system for its customers. And the delighted customers stormed the twitter handle of Domino’s with likes and orders.
The Results
The campaign saw over 500 people using the #easyorder system in a single day to order pizzas. This was not all. The campaign garnered extensive media coverage in the leading publications like USA Today, Forbes, Good Morning America and comedian Jimmy Fallon show.The campaign also won a Titanium Grand Prix, an Integrated Grand Prix at Cannes.
Learnings
The success of any campaign depends on the understanding a brand has about its audience. So it is very important to understand what excites the customers. Domino’s targeted one segment of its market i.e young millenials, understood their media consumption patterns and created a campaign that suits their personality “Young and impatient”. Another interesting thing that Domino’s did was that it didn’t dilute the message by using multiple channels.
Image Credits: Domino’s
Indeed nice and very informative case study. Like the idea.