Iris Case Studies Domino's 'Greatness' Strategy: A Case Study in IoT Integration

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	Domino's 'Greatness' Strategy: A Case Study in IoT Integration Iris

Domino's 'Greatness' Strategy: A Case Study in IoT Integration

Iris

Applicable Functions	Procurement Sales & Marketing
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Applicable Functions

Procurement

Sales & Marketing

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.

About 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.

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.

Impact #1	The 'Greatness' strategy has successfully embedded the Domino's brand into the lives of millennials, helping the company to differentiate itself in a competitive market. The strategy has also helped Domino's to create a more engaging customer experience, with new propositions such as in-app ordering and the 'Pizza Legends' feature adding value beyond the order-doorbell-eat process. Domino's has also been able to optimise its content, sales funnel and ROI through the use of a holistic data visualisation product called 'Instant View', which monitors all of Domino's digital channels and analyses performance in real-time. This has enabled the company to continually optimise its operations based on customer behaviour data.

Impact #1

The 'Greatness' strategy has successfully embedded the Domino's brand into the lives of millennials, helping the company to differentiate itself in a competitive market. The strategy has also helped Domino's to create a more engaging customer experience, with new propositions such as in-app ordering and the 'Pizza Legends' feature adding value beyond the order-doorbell-eat process. Domino's has also been able to optimise its content, sales funnel and ROI through the use of a holistic data visualisation product called 'Instant View', which monitors all of Domino's digital channels and analyses performance in real-time. This has enabled the company to continually optimise its operations based on customer behaviour data.

Benefit #1	Domino's has seen twelve consecutive quarters of double-digit sales growth.
Benefit #2	The company's share price has doubled since working with Iris.
Benefit #3	There has been a 13.5% increase in brand preference.

Benefit #1

Domino's has seen twelve consecutive quarters of double-digit sales growth.

Benefit #2

The company's share price has doubled since working with Iris.

Benefit #3

There has been a 13.5% increase in brand preference.

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Overview

Domino's 'Greatness' Strategy: A Case Study in IoT Integration

Operational Impact

Quantitative Benefit