In the face of new category entrants:
• reclaim market leadership
• expand in to new occasions
• ensure return for Franchises
Domino’s success was built on short-term promotions, local media and door drops targeting traditional, impulse pizza moments.
As sales growth began to slow it was clear we needed a new approach.
Domino’s led its category since launch, setting the marketing standard for short term promotions and product deals.
However, every competitor has copied this and the rise of takeaway aggregators like Just Eat and Deliveroo have driven a new consumer expectation; people can access a far greater depth of offering in more occasions than ever.
To understand how to react we conducted a huge modelling project examining every aspect of the experience form a walk in order in Glasgow, to an app order in Bristol, how a door drop compares to a tv spot and the value of an impulse order from a gamer versus a family meal.
We used over 100 different models that turned our world upside down:
- discounts were 5% lower than they needed to be.
- We needed to re-focus performance marketing on incremental sales and valuable customers not the lowest CPA.
- Doordrops weren’t as effective as we thought with national media over four times more effective.
We identified a new family audience to reach core battleground occasions, drive value and elevate our brand.
We researched family behaviors from a hurried school run home on a rainy night to a night in front of the television together.
UK families crave rare quality time, typically centered around TV entertainment where all family members are present and interacting in the moment.
So whilst other brands could offer meal solutions, Domino’s could make it a shared occasion, through our values of indulgence, connectivity (everyone shares it) and playfulness.
Our challenge was to use media to make Domino’s preferred for every family moment.
Our strategy was to use media to give us an active presence and to create a new menu offering to suit the occasion.
In other words a complete marcomms solution to move from discounts to creating a rich brand user experience.
leveraging media partnerships to associate with family entertainment to build preference in new occasions
Use media to build interactivity that enhances the moment and allows us to short-cut app ordering to mitigate the threat of new aggregators
Create new menu offering around occasions to ensure we have a meal solution for new occasions: e.g. Winter Survival Deal, Big Night In and Pizza Legends –
In the past year we have targeted a new family audience covering key battleground occasions. A host of new partnership and content opportunities has enabled media to match Domino’s to every family moment, while marketing strategy and creative platforms have followed enabling us to claim this year to be The Official Food of Everything.
Families are responsible for 54% of all UK takeaway orders, and regular family catchups are the 4th biggest driver of sales across the country. Naturally, with more mouths to feed, the value of a family order is on average 21% higher than couples or singles. In the context of a flattening of the traditional young adults takeaway market, the business opportunity with families was clear for Domino’s.
A breadth of partnerships and content would build an active presence and new routes to market tailored for each individual meal experience.
Saturday night entertainment:
We sponsored The Voice on TV and the companion app as well as providing exclusive content and opportunities for family days out at The Voice Madame Tussauds exhibition. Accompanied by a ‘Big Night in’ pizza promotion.
Family football viewing:
Recognising the half-time snack break in a televised football match, we tailored spots and offers immediately before kick-off and partnered with Sky to bring fans our very own pizza-related view of the transfer deadline day updates across social media.
Weekday tea time & lazy Sundays:
We became an integral part of weekday teatime viewing and lazy Sunday omnibus binges with our Hollyoaks sponsorship and made the guilty pleasure experience even better with exclusive behind the scenes content and chances to visit the set.
Run around winter evenings:
We also targeted parents on a cold busy evening taking the kids from schools and clubs with media and Winter survival deal.
Your own moment:
Snapchat lenses let customers express how Domino’s is just mouth-bogglingly tasty and we curated Spotify playlists providing the soundtrack to pizza eating.