A look behind Domino’s marketing strategies


Domino’s Pizza said a combination of new digital-marketing technologies and social media, coupled with consistent menu pricing strategies, will help maintain the sales momentum the pizza chain has enjoyed over the past two years.

Executives of the Ann Arbor, Mich.-based chain credited its “new, inspired pizza,” launched at the end of 2009, as the main driver of its same-store sales growth.

However, they also underscored the importance of marketing innovation over that time.

The comments were made Thursday at the parent company’s investor day event by chief executive J. Patrick Doyle and chief marketing officer Russell Weiner.

Driving sales, traffic with digital

The marketing investments Weiner has pushed since joining Domino’s in September 2008 include a mobile-optimized website for online ordering, new audible formats for the chain’s popular Pizza Tracker, smart-phone and table apps for ordering, and the Pizza Hero game for the iPad launched in November.

“We couldn’t do just another ordering app,” Weiner said of Pizza Hero. “It needed to take advantage of interactivity available on an iPad, and we think this really does.”

Watch a demonstration of Pizza Hero; story continues below

Online ordering represents a significant portion of Domino’s sales, and mobile and tablet app ordering also are building momentum, he said. Sales from apps are approaching $140 million per year, or about 5 percent of Domino’s top line.

The brand also has grown its Facebook and Twitter fan base by more than 400 percent in the past 12 months, Weiner added.

Last year, Domino’s integrated social media into its national “Pizza Turnaround” advertising campaign, setting up the Times Square Tracker, which shares all tweets — positive and negative — customers write about Domino’s when they order online.

Weiner said the Times Square Tracker has given Domino’s “a few hundred million mystery shoppers around the country,” and motivated crew members to perform better, reducing service times and driving customer satisfaction scores as a result.