Domestic Pizza once ignored product quality because of its blind pursuit of speed, and was criticized by consumers as the most unpalatable pizza. But now, Domino's not only has the biggest pizza industry, but its sales exceed Pizza Hut ; compared with peers, it also crushes McDonald's and is rated as the world's most valuable catering brand in 2022. Especially in March this year, when many restaurants ushered in the darkest moment, Domino's magically went public in Hong Kong. Its return on investment even surpassed Google , and it is known as the "first stock in the universe." In less than two years, Domino's turnaround has not only regained user favor, but also gradually increased sales. What did it do right in the process?
1. Reverse marketing
Domino, which is dedicated to "fast", focuses on delivery time and ignores the product itself, resulting in continuous problems in quality control and has received many negative reviews. In order to let consumers change their views on Dominola, Dominola's senior executives made a bold decision. They spent a huge amount of money to rent the giant screen in Times Square in New York, and played the messages from users complaining about Domino's in real time, and even prepared cash prizes for those with the highest click-through rate. This move has quickly become a hot topic, and the brand attention has continued to soar. Domino also placed a real-time, unfiltered information stream on its Twitter homepage to show customers’ views on pizza and call it a “thinking oven.” This series of reverse operations directly enhances users' favorability to Dominola, and gradually increases Dominola's sales.
2. Improve user participation
In order to bring closer to users and increase trust, Dominola launched an app that allows users to DIY pizza. Through this app, users can choose dough, sauce, cheese and other ingredients to make pizza online. After the production is completed, they can place an order online and name their pizza. Domino will make users DIY pizza, making users feel that every pizza they eat is made by themselves, thus effectively attracting users to share the pizza they make on social media, greatly increasing user participation.
3. Process visualization
In terms of order process, Domino launched an order tracking service to make transactions more transparent. After placing an order, users can see the status of the order in real time, from the merchant taking orders, to who is kneading the dough and who is baking during the pizza production process, to putting it in the oven, to the quality inspection and delivery progress after the pizza is completed, users can see the entire process. The visualization of the process gives users a sense of experience and security that seems to be under their control, which increases users' trust in Domino, thus achieving the result of double turnover.
4. Digital marketing
Domino's rapid development is also due to their clever digital marketing strategies. First of all, the ordering model is full of the entire digital channel. In the US market, users can place orders through Google, Facebook, Twitter and other platforms; in the Chinese market, users can place orders through apps, mini programs, Ele.me and other platforms. Domino makes the ordering of pizza completely integrated into people's lives, allowing users to order pizza anywhere. The second is a strong membership system and points system, which can attract consumers to place orders and repurchase continuously for higher levels and enjoy more rights. Domino’s not only allows users to get pizza anytime, anywhere, but also allows users to think about ordering pizza every moment. Finally, Domino's gamified operation method has been adopted, creating a gimmick of free pizza on their meal ordering app, so that users can get prizes by just playing games. Users who get coupons have to place another order in order to get the prize, so Domino's marketing purpose is achieved again.
Through Domino’s brand story, we can see that its successful counterattack is attributed to being able to learn from failure and continue to grow. Many companies lack confidence after losing consumers, and cannot find their direction, and eventually end up being eliminated by the market.Haiwei Digital can help enterprises build a local life resource matrix, efficiently promote digital marketing of the platform, and realize the monetization needs of enterprises or traffic main attractions, promote activation, and conversion. It can provide full-link cycling of business, operation, and customer service, and intelligently drive every service link. If you have relevant needs, please contact us~
