Top 5 Ways Domino’s Embraces the Digital Age

New Rules of Marketing & PR: The Pizza Edition
By Julia Nguyen

As college students, our daily routines are always busy and hectic. Some days, finding time to cook and eat may be challenging, so a lot of Americans, just like me, find convenient and quick ways to bring meals to the table. Pizza is always a cheap and easy option. So a lot of the time, I find myself ordering delivery from Domino’s. 

​At the moment, Domino’s is the largest pizza chain in the world, operating 17,100 stores in more than 90 countries and making over $14 billion in 2019. In order to get a full grasp of how Domino’s has achieved all this success and accumulated such a loyal fanbase, it is essential to analyze the company from a marketing and public relations perspective. Here are the top five ways in which Domino’s Pizza has effectively modified its business practices to the new rules of marketing and public relations.

1. Renovated their Brand Image
In 2009, Pizza Hut was still the “king of pizza,” while Domino’s struggled financially and
reputably, being known as the “pizza that tastes like cardboard.” That year, Domino’s Pizza implemented a strategic self-flagellation plan in which it admitted that its food was bad and that the company could do better. This “Pizza Turnaround” campaign was highlighted in a humorous documentary-style commercial, in which Domino’s employees heeded criticisms, took accountability for the company’s shortcomings and described how they were committed to improvement. Since then, Domino’s has redesigned its recipes, logos, storefronts and reputation.

​2. Content-rich Website
As part of the rebranding initiative, Domino’s had to upgrade its website and provide valuable content to address its customers’ needs. In addition to promoting its new online feature, the Domino’s Tracker, the company introduced a loyalty program called Piece of the Pie Rewards in 2015, which provides customers with exclusive deals and allows them to earn points towards free pizzas. When you check Domino’s website today, it features the full menu, an effortless way to place and track your order, as well as login for the Pizza Profile platform. Domino’s even has a separate business site, biz.dominos.com, which has extensive information about the business’s history, community, partners, fundraising, franchising, financials and news. 

3. Mobile Accessibility 
Another way Domino’s has approached its increasingly fragmented market is by making its services more mobile-friendly. Traditionally, people order their food either in person or through phone calls, but as technology is steadily converging, more people are seeking alternative experiences. Domino’s addressed this issue with its mobile app and “AnyWare” platform, which allows for easy ordering through iPhones, Android phones, Windows phones, computers, tablets and smartwatches. Customers can even order from their cars with Ford SYNC AppLink or with voice recognition features on any device. Now that the company has expanded the usability and capabilities of its mobile software, it is a lot more convenient for customers to access Domino’s many resources.

4. Developed a Strong Social Media Presence
Since 2008, social media was growing exponentially, and Domino’s has harnessed the power of these platforms to connect with consumers through conversations, announcements, quotes, memes and other interactive online content. The company is active on a wide range of digital media, including Facebook, Twitter, Instagram, Snapchat, Pinterest and YouTube. Domino’s has proven it is tech-savvy through various content marketing projects such as the Valentine’s Day chatbot on Tinder and the “Dough to Door” Snapchat film. Furthermore, the organization is able to directly reach its buyers through social media like Twitter, where customers are encouraged to share their photos, compliments or complaints. In real-time, representatives can see exactly what people are saying about Domino’s on the web and reply to individual messages. 

5. Made Customers the Priority
Overall, the most important business rule that Domino’s abides by is being transparent, authentic and interactive with people. The American online marketing strategist David Meerman Scott mentioned in his book, The New Rules of Marketing and PR, that people don’t just want to buy a product or service, but they also seek a great customer experience. 

Through the various strategies and tactics that were mentioned before, Domino’s has shown the public that the company is listening to their concerns and doing the best to make genuine connections with customers. Within a decade of embracing digital transformation, Domino’s Pizza was able to reconstruct its brand image and win over a devoted global audience.

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