In 2009, a scandal circulating on the Internet created quite a turmoil and severely damaged the company’s image. After a short period of helplessness the world’s leading pizza delivery service from the US – Domino’s Pizza – reacted swiftly and improved direct customer communication across all channels. The listed company grasped the upward trend of online ordering. Within one year online orders grew from 25% to 30%. The UK plays one of the more prominent roles for this type of sales strategy. According to the most recent figures for the last quarter 50.6% of revenues were generated via eCommerce (2011: 39.3%). For the first time in the company’s history revenues totaled more than £ 1 million – in one single week. Domino’s relies on a number of mobile platforms for tablets and smartphones as well as a website optimized for mobile-devices. The company sees its strong involvement in social media as another decisive factor for the increase of mobile transactions and its resulting high importance for the overall business performance. Domino’s UK counts more than 536,000 fans on Facebook and more than 21,000 Twitter followers. Fans and followers are seen as ‘eCommerce Booster’.
Domino’s Pizza app displays the increasing importance of mobile transactions for economic success: More than £ 1 million in revenues in one single week
Ordering pizza via an augmented reality app
In order to make pizza ordering via mobile devices more interesting to consumers, the company launched an augmented reality campaign in the UK. As part of the company’s advertising for its 555-Deal, 6,000 posters were hung up all over the country enabling customers to order pizza using a mobile app called Blippar. Apart from the mobile ordering function, the app also boasts a number of other services, e.g. direct connection to the company’s Facebook profile, a store locator, downloadable menu and download of the company’s app.
Augmented reality campaign to boost mCommerce further
Australia’s first ‘Social Pizza’
Branches of the company in other countries have also started to focus more on innovative digital campaigns, especially in social media. Domino’s Pizza Australia is now testing a crowd source approach on the social web. Fans of the company’s Australian Facebook page are invited to participate in creating the first ‘social media pizza’, that is create a pizza based on their preferences and vote for the best pizza creations of other users. The pizza will then be available on the new Domino’s menu. The campaign actually resembles McDonald’s Social Media Burger a lot. However, this innovative approach combining the product pizza with user interaction promises a lot of reach.
’World’s first ‘Social Pizza’: ‘The World’s most social Food’