Iris Case Studies Revamping Domino's Digital Marketing Platform: The Birth of Pizza Legends

Edit This Case Study Record

	Revamping Domino's Digital Marketing Platform: The Birth of Pizza Legends Iris

Revamping Domino's Digital Marketing Platform: The Birth of Pizza Legends

Iris

Technology Category	Platform as a Service (PaaS) - Application Development Platforms
Applicable Functions	Sales & Marketing
Challenge	Domino's, a renowned pizza brand, was facing a challenge with its 'Create Your Own' pizza feature. This feature, once a unique selling point for Domino's, had been replicated by almost every other pizza brand, diluting its uniqueness and appeal. The challenge was to reclaim this feature and make it synonymous with Domino's again. The company wanted to transform this feature from being merely functional to being fun and engaging for its customers. Read More
About Customer	The customer in this case study is Domino's, a globally recognized pizza delivery company. Domino's is known for its innovative approach to pizza delivery and has a strong presence in the digital space. The company has always been at the forefront of leveraging technology to enhance customer experience and drive sales. With the 'Pizza Legends' platform, Domino's aimed to reclaim its unique 'Create Your Own' feature and make it a distinctive part of the Domino's brand once again. Read More
Solution	To address this challenge, Domino's introduced a mobile-first platform called 'Pizza Legends'. This innovative platform allowed pizza lovers to not only choose their pizza toppings but also to personalize their pizza by naming it, giving it a logo, and creating a unique celebratory video for it. The most popular customer-created pizzas even featured in Domino's outdoor advertising campaigns. This transformation turned the 'Create Your Own' feature into a fun and engaging experience, making 'Pizza Legends' synonymous with Domino's. Read More Log in to view content
Contents

Technology Category

Platform as a Service (PaaS) - Application Development Platforms

Applicable Functions

Sales & Marketing

Challenge

Domino's, a renowned pizza brand, was facing a challenge with its 'Create Your Own' pizza feature. This feature, once a unique selling point for Domino's, had been replicated by almost every other pizza brand, diluting its uniqueness and appeal. The challenge was to reclaim this feature and make it synonymous with Domino's again. The company wanted to transform this feature from being merely functional to being fun and engaging for its customers.

About Customer

The customer in this case study is Domino's, a globally recognized pizza delivery company. Domino's is known for its innovative approach to pizza delivery and has a strong presence in the digital space. The company has always been at the forefront of leveraging technology to enhance customer experience and drive sales. With the 'Pizza Legends' platform, Domino's aimed to reclaim its unique 'Create Your Own' feature and make it a distinctive part of the Domino's brand once again.

Solution

To address this challenge, Domino's introduced a mobile-first platform called 'Pizza Legends'. This innovative platform allowed pizza lovers to not only choose their pizza toppings but also to personalize their pizza by naming it, giving it a logo, and creating a unique celebratory video for it. The most popular customer-created pizzas even featured in Domino's outdoor advertising campaigns. This transformation turned the 'Create Your Own' feature into a fun and engaging experience, making 'Pizza Legends' synonymous with Domino's.

Impact #1	The introduction of the 'Pizza Legends' platform resulted in significant operational benefits for Domino's. The platform not only helped Domino's reclaim its unique 'Create Your Own' feature but also significantly enhanced customer engagement. By allowing customers to personalize their pizzas and share their creations, Domino's was able to create a fun and engaging experience that set it apart from its competitors. This innovative approach also resulted in increased customer loyalty and higher average spend per transaction, contributing to the overall success of the 'Pizza Legends' platform.

Impact #1

The introduction of the 'Pizza Legends' platform resulted in significant operational benefits for Domino's. The platform not only helped Domino's reclaim its unique 'Create Your Own' feature but also significantly enhanced customer engagement. By allowing customers to personalize their pizzas and share their creations, Domino's was able to create a fun and engaging experience that set it apart from its competitors. This innovative approach also resulted in increased customer loyalty and higher average spend per transaction, contributing to the overall success of the 'Pizza Legends' platform.

Benefit #1	550,000 Pizza Legends were created
Benefit #2	The platform generated £5 million in revenue
Benefit #3	There was a 38% higher average spend with Pizza Legends

Benefit #1

550,000 Pizza Legends were created

Benefit #2

The platform generated £5 million in revenue

Benefit #3

There was a 38% higher average spend with Pizza Legends

Download PDF Version

Overview

Revamping Domino's Digital Marketing Platform: The Birth of Pizza Legends

Operational Impact

Quantitative Benefit