The Domino’s Pizza Company is one of the leading pizza chains in the United States. This brand has a widespread network of stores in the country that serves more than one million customers every day. The company has seen tremendous success over the years and is one of the major players in the pizza industry.
Domino’s marketing strategy
Domino’s marketing strategy can be found deep inside its business pillars, leading them to success to this very day. Let’s look at Domino’s marketing strategy, which has contributed to its success over the years.
Domino’s Food Culture Impact
Domino’s began in 1960 with a concept called carryout pizza delivery that revolutionized how Pizza was delivered and served to customers. This concept was unique because customers no longer needed to come to a restaurant to pick up their orders. They could instead have it delivered to their home or work. This was a much quicker and more convenient way of serving their customers and resulted in more people trying and enjoying pizzas.
This strategy of using delivery services has helped the brand grow exponentially over the years and has led to the company’s success. The company now serves over 60 million customers every week and has a presence in more than 85 countries around the world. Its global presence has ensured that the brand has a firm grip on its customer base and has ensured the company’s continued growth over the years.
Read also: Comprehensive SWOT Analysis of Domino’s Pizza
Domino’s 30-minute Promise
This Domino’s marketing strategy capitalized on their delivery service with a quirky guarantee. They promised to deliver their Pizza in less than 30 minutes from when the order was placed directly at the customer’s house. If the order didn’t arrive in 30 minutes, the customer would receive a free pizza as a “thank you” for their patience. It was a great way for them to win new customers and keep them returning.
All new outlets at franchise locations are required to meet this standard. They are also instructed to maintain a fast turnaround time to ensure that all customers are satisfied with the level of service provided. The tactic has also enabled the brand to grow its clientele and attract new clients.
The Brand’s Familiarity
Another Domino’s marketing strategy is how they develop its brand reputation and familiarity. Due to the 30-minute delivery promise, Domino’s has since developed a reputation for providing high-quality food and quick service to its customers. Many of its customers rely on this service to get them through their busy workdays, which has proven to be very successful for the brand. Plus, everyone knows Domino’s because they deliver every Pizza in 30 minutes or less.
This also led to many people trying for a free pizza from the company if they had to wait longer than 30 minutes for their order to arrive. This helps to promote the brand and increase its popularity amongst the general public.
Domino’s is everywhere
Apart from previous Domino’s marketing strategy, the chain has continued to expand across the globe. It is now present in more than 100 countries worldwide. Its wide reach has enabled it to reach more potential customers and build a loyal following for its products and services. It has also made it one of the top brands in the food delivery industry and a popular choice among consumers.
From this, we can learn that expanding into new markets is necessary to drive business growth and generate revenue for the business. It is also important to do extensive market research to understand the target customers and their preferences. An expansionistic mindset should be incorporated into your overall business strategy to help you achieve your business goals.
Read also: Liquid Death Marketing Strategy: How Did It Win?
Consistent Quality and Innovation
Regarding quality, Domino’s has successfully stayed on top of the industry. Many pizza lovers would agree that the fast food chain trumps all other pizza chains in terms of quality, taste, and innovation. It has always used the best ingredients to produce its pizzas. Another Domino’s marketing strategy is that the brand likes to be innovative. The chain offers a wide variety of pizza choices to suit different palates.
Domino’s became a world-class brand by delivering success in time. But it became so also for their quick and innovative thinking. When the COVID pandemic started, restaurants struggled because no one was coming to eat. Domino’s Pizza, on the other hand, was the people’s choice. Why? Because they quickly thought about how to supply, deliver and make pizzas more safely and sustainably. The chain introduced contact-free home delivery practices like gloves and contactless payment cards. This strategy helped them to stay ahead of their competitors during this difficult period.
Any Promotions and Discounts? Yes Always!
Have you ever noticed how Domino’s always has some offer or the other running? Another marketing strategy of Domino’s is regularly having promotions and discounts for its customers. For instance, customers can buy a pizza and get one free frequently due to all the BOGO offers.
This Domino’s marketing strategy works for them in a big way bringing in customers due to the discounts. Customers who would have rather gone to Pizza Hut come to Domino’s for the deduction in cost they are getting.
See Also: What are the Main Marketing Strategies of KFC?
Frequently Asked Questions
Why Domino's store is offline?
There is a computer server in every Domino's location. You cannot place an online order from that shop if their server is offline (typically due to an Internet or power outage). An internal storage connection issue is the most frequent reason for this.
Why does Domino's still run Buy One Get One Free offer even though it has built its brand?
This Domino's marketing strategy allows them to continue to be competitively engaged. In the pizza industry, BOGO deals have taken on a cultural tradition. It all depends on whether the firm makes it easiest for customers to take advantage of these deals and does it in the most attractive and effective manner.
Conclusion
Undoubtedly each Domino’s marketing strategy has worked well for the company. The brand has built a strong base of loyal customers over the years due to its commitment to providing quality products and exceptional customer service. This is reflected in the high satisfaction and loyalty ratings it receives from its customers. They have positioned themselves as the go-to fast food chain for many people worldwide and have catered to their needs through their unique strategies over the years.
See also: Lazada Marketing Strategy: Everything to Know About Success
