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There are millions of companies competing for consumers’ attention every day. Domino’s Pizza is no exception. However, in recent years, Domino’s has dominated the Indian pizza industry due to its creative marketing strategies and marketing campaigns.
Domino’s is the leading U.S. pizza franchise operating globally, delivering pizza with a smile to its customers. Domino’s marketing campaigns and strategies, in addition to the authentic taste of its pizzas, contribute to its global success.
Domino’s always made sure that the cumulative effect of all messages across all channels was greater. In this article, we present some of Domino’s Pizza’s successful offline marketing campaigns and campaigns.
With its worldwide network of restaurants or franchisees, Domino’s is a household name for pizza. It is a well-known brand that has established itself as a pizza delivery and fast food company. Domino’s is a US-based company founded in 1960, which opened its first branch in New Delhi in 1996.
Having overtaken Pizza Hut in global retail sales in 2018, Domino’s is now the largest pizza chain in the world. Its supply chain has been strengthened, and its online presence is strong. Domino’s uses a franchising system to run its business on a global scale. Franchisees are given full authority to operate or establish a store in a specific territory.
Domino’s marketing campaigns are inherently flexible. These marketing methods have historically proven to be responsive and beneficial to the industry. The company uses multiple approaches each year, but Domino’s marketing campaigns are highly consistent and provide the best results.
Why is Domino’s so successful in India?
Domino’s, a leader in pizza delivery, has become one of the largest and most important food companies in the world. The brand’s success has also helped the company differentiate itself from its competitors owing to its strong market capitalization and fast delivery mechanism. Other key pillars of Domino’s success include affordability, great taste, and top-notch customer service.
Domino’s marketing campaigns and has a strengthened approach to reaching more customers. This means the company has more retailers nearby and minimises delivery radii. The company relies primarily on its delivery drivers rather than third-party vendors for food delivery.
Domino’s has found over the years that the best way to appeal to a local audience is to incorporate some local flavours into its tastes. With the ideal mix of Western and Indian flavours, Domino’s has steadily expanded its menu to maintain its great success.
Offline Marketing Campaigns and campaigns of Domino’s
1. The Steady Pizza Guerilla Marketing Campaigns
As we have seen many times, the condition of the food we see and what we get is different when we open a food delivery app. Domino’s has recognized this problem and launched the Steady Pizza campaign for all its delivery services.
When Domino’s pizza delivery people brought the pizza to customers in a clear box so they could see how it was held steady inside, it was one of the company’s best marketing tactics. This unique delivery box has a unique stabilisation system that ensures the pizzas always stay straight.
2. Sponsor Partner of RCB in IPL
Indian cricket matches in the IPL (Indian Premier League) are yearly observed as a huge festival. Millions of people watch these matches and Domino’s grabbed the opportunity to be visible to all those people engaged in IPL.
Domino’s entered into a partnership with the Indian Premier League Twenty20 cricket side Royal Challengers Bangalore. With its logo appearing on the arm of the team’s jerseys throughout the 2018 IPL season, Domino’s served as RCB’s official partner.
The company launched a television advertising campaign featuring RCB players, along with other digital marketing campaigns.
Due to the outbreak of the pandemic in 2020, the world was on pause. When the unlocking started, people were still sceptical about ordering food online. Domino’s came up with their ad campaign “Kite dino se Domino’s nahi khaya” with the hashtag #OrderKarnaSafeHai.
These campaigns Dominos consist of two advertisements, one with a voice-over explaining the condition of the new normal and the other with a jingle.
The ad aims to boost customers’ confidence and sense of security while placing a Domino’s order. With “Zero Contact Delivery” available at all of the company’s 1,325 outlets nationwide, the ad shows that they can order Domino’s Pizza because consumers will receive their orders without coming into contact with the delivery man.
4. “Khushiyon ki Home Delivery” Ad Campaign
Domino’s has launched a rebranding campaign to move from its previous “Hungry Kya” positioning to a more emotional “Khushiyon ki home delivery” The focus is now on the 30-minute delivery guarantee, which sets it apart from the competition.
The goal was to make Domino’s the industry leader in home delivery again. “Khushiyon ki home delivery” in 30 minutes is highlighted throughout the campaign because delivering food is like bringing joy to us.
5. Celebrating Domino’s 1500th Store opening Ad Campaign
In 2022, Domino’s Pizza opened its 1500th location in Noida at The Sky Mark Building. As one of the brand’s core markets, the national capital region now has more than 100 Domino’s Pizza locations.
The company launched an advertising campaign across all digital media to celebrate the occasion. The promotion includes a video film, a series of social media updates, and a contest for 1500 free pizzas.
The video tells the story of how each Domino’s restaurant serves as a unique place for individuals across the country and is more than just a place to eat. It shows how a Domino’s Pizza location in one city is a place to party, while in another city it is a place to gossip with a group of friends.
6. Domino’s “Paving for Pizza” Campaign
Domino’s Pizza appreciates the importance of local marketing as a method of building individual customer relationships. In 2018, the company launched the “Paving for Pizza” campaign, which focused on the problem of potholes in cities.
Domino’s asked consumers to suggest cities for the “Paving for Pizza” program at https://pavingforpizza.com/. As part of the “Paving for Pizza” campaign, Domino’s donated money to local governments, which then hired workers to fill potholes and cracks.
The Domino’s logo was also spray-painted on some of the freshly patched roads. This strategy was a mix of online and offline marketing campaigns of Dominos.
7. Domino’s AnyWare Campaign
The “AnyWare” campaign was created to make it easier for customers to order food. In the 2015 Domino’s TV commercial, celebrities placed orders on their preferred devices, demonstrating that there is a perfect ordering method for every personality type and life situation.
The development of Domino’s AnyWare was only made possible by the foundation laid by previous Domino’s digital advances.
8. Domino’s Packaging Marketing Campaigns
Packaging is an important marketing strategy and far more than just protecting an item. Trios Enterprises is a major manufacturer and supplier of packaging cartons in India. Domino’s Pizza uses square cardboard boxes that are recyclable and in which the pizzas are served.
They have a logo and the company name on the box. This helps them stand out from other companies and create a unique presence in the market.
9. Domino’s Pizza Delivery Boy Marketing Campaigns
If you order a Domino’s pizza through Zomato, most of the time the delivery person will be from Domino’s and not Zomato. A Zomato supplier rarely delivers for Domino’s.
This is a key strategy of Domino’s. The Domino’s pizza delivery person wears a unique uniform and delivers on a Domino’s branded scooter. They can be easily recognized on the road. The delivery boy generally wears a red helmet and blue t-shirts and the scooter has a blue box for keeping pizza with Domino’s branding.
- Domino’s marketing campaigns are a great success in the market because the company works on the principle of “customer first”. They design campaigns that appeal directly to customers’ emotions.
- Marketing campaigns of Domino’s like “Paving for Pizza,” which highlight the importance of road safety, help Domino’s be relevant and socially active.
- A mix of online and offline marketing campaigns that create buzz and often prove to be a big success is part of the campaigns of Dominos.
- Domino’s should implement more socially active marketing campaigns to gain public attention and make a difference in society.