By Mira Kuhar
Ordering pizza is all about the convenience factor of it being brought fresh right to your door step. It started with calling instead of physically going into the store, moved to having the ability to order online and even expanded to being able to text for a pizza. Who thought that it could get easier than sending a text? Domino’s did.
In May 2015, Domino’s rolled out their “tweet-to-order campaign,” a short term service which encouraged customers to send a tweet to the company using a single pizza emoji, and their favorite order would end up conveniently on their doorstep. Of course, having this luxury requires a little bit of set up to begin working. To register for this service, according to Eater.com, customers had to first set up an “Easy Order” account. This requires registering your Twitter handle, adding topping preferences and payment information. Then, each time you Tweet the pizza emoji at the Domino’s Twitter handle, it registers as you placing an order and your pizza pie is created and sent your way.
This idea of “AnyWare” ordering is genius on so many levels (Ad Age). With digital interaction becoming more and more ingrained into our society, people like to find the fastest and most convenient way to do things that take the least amount of time and effort. This campaign is the perfect example of using convenience as a way to entice people to order your product. USA Today reported that already, 50% of Domino’s pizza orders take place online. This is perfect because it taps into the half of the company that is already using the digital for convenience. Add this little aspect in there, and you’re bound to sell more pizzas at a faster rate.
Domino’s is the perfect pizza retailer to try this, as they’ve always experimented with the digital to get their brand ahead of their competitors. Patrick Doyle, the CEO of Domino’s used logic to promote this idea and show that it would resonate with their audience. In an interview with the Tech Times, he stated that “There are an estimated eight trillion texts sent every year worldwide. With so many people using their devices to communicate in this way, it made sense to allow our customers the chance to order pizza that way, too.” This shows that Domino’s is always looking for innovation and for ways to make ordering a better, faster experience. Currently, they have a team of 250 digital geniuses that develop for their company, according to Business Insider. Just a decade ago, they only had about 50. This shows how the company is growing in leaps and bounds and moving with the digital age as it has progressed through the years.
To make this campaign better, Domino’s could have extended this campaign to all social media outlets instead of just Twitter. This way, they could cover more demographic bases than just those found on Twitter. This would have been harder for sure, but at the same time more people would have been able to interact and engage and their overall reach may have been longer.
Overall, this was a complete #SocialWin for Domino’s and I’m looking forward to seeing if they integrate this campaign into their over all business strategy in the future.
Celebs Click, Text, Tweet and Tap to Order Domino’s. (n.d.). Retrieved February 14, 2016, from http://adage.com/article/cmo-strategy/celebs-click-text-tweet-tap-order-domino-s/299965/
Horovitz, B. (2015). Domino’s to roll out tweet-a-pizza. Retrieved February 14, 2016, from http://www.usatoday.com/story/money/2015/05/12/dominos-pizza-tweet-a-pizza-twitter-tweet-to-order-fast-food-restaurants/27175005/#
How to Order Domino’s Pizza With a Pizza Emoji. (2015). Retrieved February 14, 2016, from http://www.eater.com/2015/5/13/8597819/how-to-order-dominos-pizza-emoji
Lorenz, T. (2015). Soon you can order a pizza by tweeting the pizza emoji at Domino’s. Retrieved February 14, 2016, from http://www.businessinsider.com/dominos-emoji-pizza-order-2015-5
Now You Can Order Domino’s Pizza Simply By Texting An Emoji. (2015). Retrieved February 14, 2016, from http://www.techtimes.com/articles/62286/20150623/now-you-can-order-dominos-pizza-simply-by-texting-an-emoji.htm