Domino's Is All About The Experience
In case you don’t already know… I LOVE PIZZA! To me, it’s the world’s most universal food. 🍕🌎😁
A while back, I even used pizza to speak about the differences between font and typography (Check that blog out here).
So when Domino’s launched their latest campaign, Points For Pies, I had to share my thoughts on it.
This new rewards system earns you points for enjoying pizza from practically anywhere – it’s incredible!
Eat a slice from your local shop? Get points. Make a frozen pie at home? Get points. Order pizza from their competitors? Get points.
Amazing, right?! I know.
So at this point, you might be asking yourself, “but Dan, what does this have to do with marketing?”
Well, friend. I’m glad you asked.
Starting a program that rewards your customers for enjoying your core product outside of your business is pretty revolutionary.
Think about it. Who else gives you an opportunity like that?
And in today’s world, where marketing and sales are so intertwined, great campaigns lead to better sales. Just ask Nike.
So why did Domino’s decide to take this seemingly crazy step…
Domino’s Isn’t Afraid To Do Crazy Things
In the last decade or so, Domino’s has done some outlandish things in order to attract new customers, while also making their current customers love their brand even more.
From building hot spots in key locations so that their customers can enjoy their pizza in more places (Domino’s Delivery Hotspots), to fixing potholes in order to make it easier for customers to carry out their pies (Paving For Pizza).
DOMINO'S DOES THINGS THAT PIZZA RESTAURANTS HAVE NO BUSINESS DOING... AND THAT'S WHAT MAKES THEM SO COOL!
They’re not afraid to step out of their lane in order to accomplish something that they believe will enhance their customers’ experience.
Ultimately, this sets them apart from their competition and it shows!
Domino’s Loves Relating To Their Community
Doing all of these interesting and crazy marketing campaigns begs the question – why?
Why go through the trouble of doing things that don’t align with the standard pizza selling process?
IT'S ALL ABOUT EVOLUTION AND CARE
All great companies evolve and adapt – always reevaluating what’s working and what isn’t.
And at their core, Domino’s does this because their team is empathetic. They continuously put themselves in their audience’s shoes. They ask themselves questions like:
How can we make our pizza better?
How can we make the pizza purchasing process better?
How can our customers continue to enjoy buying pizza from us?
It’s why they were the first to launch their (now famous) Domino’s Tracker in 2008, and it’s why they continue to create new features that enhance their customer experience.
And as time goes on, and the market changes, they change their tactics. It’s why they’re fixing potholes and giving you rewards for eating pizza elsewhere.
They truly relate to their audience’s love for pizza.
Putting It All Together
Whether you like Domino’s or not, you have to agree that they are the coolest major pizza chain because of their continued will to improve through interesting enhancements to their customer experience. All of which are rooted in a deep understanding of their customers’ wants and needs.
So if you want to create a great experience that your customers will love, don’t be afraid to think outside the box. Just make sure you’re relating to what your customer wants or needs, and create a way for them to enjoy it.
Your Turn
So what do you make of all of this? Is the Domino’s organization full of kooks who just love to experiment with crazy campaigns? Or do you agree that they’re doing some of the coolest things in the pizza industry?
I’d love to know your thoughts below! And make sure to include your favorite pizza joint so I can give it a try.
Additional Resources
Nike’s Colin Kaepernick ad sparked a boycott — and earned $6 billion for Nike, by Alex Abad-Santos of Vox
Domino’s Timeline, by Domino’s