It’s hard to hear the word ‘pizza’ and not think of Domino's, especially when it dominates among the fast food industry. In 2015, they revealed an 18% rise in profits and with seven in ten of their deliveries now ordered online, it is clear the company have found their place in the digital market, so how have Domino's employed social media to reach such staggering success?
The company had a fall in 2009 when a video went viral, not directly from Domino's social media, but from employees, that diminished their brand. Nevertheless, they picked themselves up in 2011 with a revamping of their image. They took a different, more see-through approach in terms of their relationship with customers through social media. Their new transparent style involved an active website of how they were reinventing the company, documenting the changes they were making with a Twitter campaign that pushed the idea of ‘#newpizza’.
However, Domino's has turned the backlash around, found its target market and established itself as a leader amongst fast food delivery services. Pizza has always been popular, but trying to beat its competitors means targeting a specific group of people. Domino's social media has focused on the younger generation and now appeals directly to students, especially teenagers starting afresh in university.
Domino's Social Media Presence
Domino's already have a huge following on social media – with over a million likes on Facebook. The company play on popular film quotes, incorporating the word pizza to make the quotation relevant to them. On Twitter, Domino's are constantly interacting with customers and dealing with complaints. They are a prevalent presence on social media; consumers are always responding. They know what the people want – humourous quotes alongside high quality pictures of pizzas that’ll leave the audience salivating. Instagram is equally on trend, using popular hashtags and employing the ‘taking photos of your food and posting them’ ritual.
The Pizza Club
They know their target audience, often using language like ‘squad’, branding videos that youthful individuals can relate to and creating posts that make the audience respond with “That’s so me!” Their most recent advertisement on Instagram, modernises the infamous 80s movie The Breakfast Club, intertwining elements of contemporary popular culture such as fidget spinners, social awkwardness and the return of retro style. Instead of the iconic fist pump, instead the main character holds two branded pizza boxes.
Ordering Pizza Through Facebook
They have utilised social media to make ordering pizza even easier. If the website hadn’t already made it easier than picking up the phone and the app hadn’t already made it quicker the website, Domino's have made it possible to order through Facebook Messenger and Amazon Alexa. Via Facebook a customer can message a bot and through Amazon Alexa a person can shout from across the room and hear the tracking details of their order. Domino's are continuously epitomising convenience - in the United States the company have made it possible to tweet the pizza emoji or the hashtag ‘#EasyOrder’ and the dough is already being stretched and sauced.
Domino's social media has latched onto the digital innovative train and with no plans to alight yet, it’s quite easy to see the company's success is derived from their online presence, rather than solely down to the falling cost of cheese.