Domino's 'Greatness' Strategy: A Case Study in IoT Integration
Applicable Functions
- Procurement
- Sales & Marketing
About The Customer
Domino's customers are primarily families and millennials who are looking for convenient, satisfying meals. They are tech-savvy and appreciate the convenience of ordering food through various digital platforms. They are also price-conscious and expect value for their money. Domino's customers are increasingly promiscuous, often switching between different food delivery brands. They are also vocal about their experiences, with many expressing that life was too stressful and money too tight for takeaway food to deliver a disappointment. They expect their meals to be sociable, satisfying, and special.
The Challenge
In 2012, Domino's, a leading pizza delivery brand, was facing a decline in brand differentiation amidst increasing competition and an increasingly fickle customer base. The company was struggling to maintain its market position and needed a strategy to reinvigorate its brand and increase sales. The challenge was to find a way to embed the brand into the lives of millennials, a key demographic for the company. Domino's customers were expressing that life was too stressful and money too tight for takeaway food to deliver a disappointment. The company needed to ensure that its meals were not just satisfactory, but sociable, satisfying, and special.
The Solution
Domino's partnered with Iris Brand Strategy for five years to develop and implement a 360 brand proposition called 'Greatness'. This strategy aimed to encapsulate everything Domino's stands for and differentiate it from its competitors. The 'Greatness' strategy was activated across multiple channels including TV, digital, social, OOH, press, CRM, DM and POS in Domino's 900 UK stores, showcasing the brand's distinctive new character and confidence. Domino's also leveraged consumer data to build a complete picture of its customers, particularly families and millennials, and identify opportunities for additional engagement. This led to the creation of new experience propositions such as in-app ordering during popular TV shows, a 'Midweek Rescue' service, ordering through X-Box Live, and a 'Pizza Legends' feature where customers can create their own pizzas.
Operational Impact
Quantitative Benefit
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