Domino's Pizza Bangladesh: Marketing Strategies

Marketing strategies that helped Domino’s Pizza Bangladesh succeed

In 1960, Tom Monaghan and James Monaghan, two Irish-American brothers borrowed 900 dollars to buy a pizzeria called Domi-Nick’s. Within months, James gave up his half of the business to Tom in exchange for a Volkswagen beetle, the same car that they were using for deliveries. In 1965, Tom changed the name from Domi-Nick’s to Domino’s. In 1967, they started franchising and till 2021 they have more than 18,000 restaurants in 90 countries. America’s 50% market is captured by Domino’s. At the end of 2020, their revenue was 4.12 billion USD. Now, their market cap is 19 billion USD.

Domino's Pizza was officially launched in Bangladesh on 15 March, 2019 in Dhanmondi, Dhaka. Domino's pizza’s 30 minutes or less delivery promise helps set it apart from the competition but very few of us know about their marketing strategies which are helping them reach the sky. 

Let’s hear about the pillars which are keeping the Domino’s Pizza Bangladesh fortress right at the top.

Influencer Marketing: 

Domino’s Pizza Bangladesh started their influencer marketing journey right from the year they launched their first restaurant in Dhaka. On 14th October, 2019, Khuda Lagse | Faiza, one of Bangladesh’s renowned food bloggers visited their restaurant and reviewed their food items. Domino's Pizza Bangladesh used to approach influencers through personal text, email, or social media. It used to take a long time since content creators would sometimes take time to respond and it was also a complex process. 

The advertiser would also have to explain the task details, campaign description, campaign budget, content type, content placement, caption, page tags, and required hashtags to the influencer. What do you think are the chances of missing any of these points? Even if the advertiser appoints an executive, the executive's job description will be constrained to communicating with influencers.

June 4th 2021, Domino’s Pizza Bangladesh launched their first campaign at HypeScout and experienced the hassle-free process. That was the start and till today, Domino’s Pizza have completed 11 campaigns with HypeScout where they received 561 participation requests from the influencers. Till today, 45 influencers have posted 250 posts about Domino’s Pizza Bangladesh. Beside influencer’s own platform, Domino’s Pizza Bangladesh promoted those posts on their own social platforms too.

One of the most successful influencer marketing campaigns of Domino’s Pizza Bangladesh’s was "Box of Happiness". The Box of Happiness offer was 4 pizzas for 999 BDT. This offer didn’t initially raise voice first but it did later. Domino’s Pizza Bangladesh launched the “Box of Happiness” campaign on HypeScout on November 28th 2021. Within 12 hours, they received 63 requests from the influencers. From there, they selected 6 influencers. 6 hired influencers from HypeScout promoted the “Box Of Happiness” campaign for 6 days. The influencers visited their outlets and made 1 post, 1 story and uploaded it from Facebook and Instagram. 

Later, they also posted the contents on Foodbank and other groups. After that, the box of happiness became one of Domino’s Pizza Bangladesh’s most popular meals. The box of happiness is still Domino's Pizza Bangladesh's highest selling meal. 

 

Augmented Reality & CSR

Domino’s Pizza Bangladesh launched the first AR Powered Pizza box in Bangladesh during the month of Ramadan. The slogan was “বক্সে ছড়াই উৎসবের খুশি”. 

Domino's Pizza Bangladesh painted the Dhaka city ambiance on the pizza box. People had to scan the QR code, and Augmented Reality would begin, bringing Dhaka to life. The AR Powered Pizza Box contains over 1000 scan records. This innovative idea was not only praised by Domino’s Pizza Bangladesh’s consumers but also the industry leaders of Bangladesh. They also gave customers the coupon code "KHUSHI" for a discount on orders over 1000 BDT. Domino's Pizza Bangladesh also promoted their AR Powered Pizza box by the influencers. Raba Khan, Rafayat Rakib, Sakib Bin Rashid and Taskin Ahmed promoted the AR Powered Pizza box on social media. The videos received a total of over 886k views. This unique strategy helped Domino's Pizza Bangladesh increase sales by more than 100 percent over last year's Ramadan sale.

Domino's Pizza Bangladesh also gave a Buy 1 Get 1 offer on Ramadan and the delivery charge of 60 BDT was donated to the underprivileged people. Domino's Pizza Bangladesh provided one meal to those in need for every delivery order. In total, Domino's Pizza Bangladesh provided 14,000 meals. 

Positioning

Why does the name Domino's come to mind when we think of pizza? Because of the way they've chosen to place themselves. “Junior Pizza Makers” is one of Domino's Pizza Bangladesh's most effective positioning strategies. Junior Pizza Makers is a consumer based campaign. Parents are well aware that children love pizza, and it is much more exciting when their children prepare these pizzas. Kids aged 5 to12 are invited to join, and the chef from Domino's Pizza Bangladesh assists them in putting on the apron and hat, taking them inside the kitchen, and teaching them how to make a pizza. The kids then attempt to make the pizza with their own hands, which they eat together with their parents and It becomes a highly personalized approach.

A world-famous chef instructs the children on how to prepare pizza, giving the parents an emotional touch. A certificate of completion is also given to the children. Lastly, the children and their parents gather for photographs with the chef, and Domino's Pizza becomes a part of their childhood memories.

 

Transparency and Follow-up

From cooking to hygiene, Domino's Pizza Bangladesh follows a standard procedure that meets international standards. The Domino's Pizza Bangladesh kitchen is open, with a mirror, and the entire process is executed in front of consumers. Visitors visiting the kitchen are also required to wear a cap. Everything about Domino's Pizza Bangladesh is top-notch, from the fresh ingredients to the hygiene. 

Aside from everything, Domino's Pizza Bangladesh also follows up on influencers via email and texts. They also send 3-4 push notifications through their App regarding their offers. 

 

Conclusion

Domino's Pizza Bangladesh is consistently leading in developing and carrying out marketing strategies. They have always ensured that everyone continues to think of the brand. They regularly engage in influencer marketing to keep their brand in consumers' minds. The Augmented Reality & CSR initiatives of Domino's Pizza Bangladesh also raised a lot of awareness. To ensure that the public was aware of the campaign, they used influencer marketing with the macro-influencers Raba Khan, Rafayat Rakib, Sakib Bin Rashid, and Taskin Ahmed. 

Everyone followed the buzz they created, and the campaign ended with more than 1000 scans. Domino's Pizza Bangladesh is also focusing on the younger generation with the Junior Pizza Maker campaign.Domino's Pizza Bangladesh is creating emotional touch in the parents and becoming a part of the children's early childhood. They also constantly follow up with their customers through SMS, email, and push notifications.