Remember when I posted an Instagram story about how Domino’s marketing never ceases to amaze me and it’s just too good and clever!? As if Domino’s couldn’t get any cooler- they dm’d me back! I had you guys send in questions, which they we’re all so insightful and Kate was impressed with the caliber of questions. Flash forward a few weeks, I sent the (top 22, it was so hard to narrow down) questions to their SVP of Brand & Product Innovation, Kate, and she delivered. Soooo see below for your questions and Kate’s answers (plus a little surprise at the end)!!
1. What was the key brand distinction that you built your marketing mix around?
Pizza is magic. When you believe that, you’re willing to do things that other pizza companies wouldn’t do. We innovate and take action to prove that belief.
In a lot of ways our product is our muse. Pizza brings people together. Pizza is the first meal in a new home. Pizza is a reason to have a party. Pizza can erase a mistake. Pizza is a post-game celebration. Pizza is a post-loss consolation. Pizza is shareable. Pizza is brainstorming food. Pizza is late nights at the office. Pizza magically appears at your door. Pizza transcends class, status, and culture.
At the same time, our brand DNA is delivery – in 1960 we essentially invented the idea of food being delivered and we’ve been laser focused on how to do it faster, safer, with less friction, and in a more magical way than anyone else. When a delivery company starts to invest in carryout, the opportunity to look at the best parts of delivery and apply them to the carryout experience are endless.
2. What percentage of revenue is used for your marketing budget? (don’t have to answer!)
3. Who is your target audience?
Anyone with a stomach.
4. What are the initial steps of a campaign?
We are always looking for innovations across product, service, and image. We identify a brand action that will be surprising, and also compelling and persuasive to consumers. From there, we brief our creative agency Work In Progress on the idea, and they come up with concepts. Then, we select the strongest direction and they build out TV scripts and 360 social and paid digital extensions.
5. It seems a lot of your marketing stems from having an abundance mindset – filling potholes, helping communities, helping small businesses, the “frees”, the tips – curious how an abundance mindset is taught or promoted within company culture, if at all?
That’s a really interesting observation. Our most impactful and memorable work – the examples you mention like Paving for Pizza and Local Surprises for small businesses – do come from a place of solving problems that help consumers and communities, through driving value and transparency. Our culture is consumer-first and we all have a healthy obsession with making every pizza experience better more magical, once pizza at a time.
6. When will a vegan pizza be available?
We are always exploring and testing and know there is a passionate following that would love a 100% vegan pizza.
7. Did you hire a marketing firm or is it in house?
We are fortunate to partner with a best-in-class creative agency called Work in Progress out of Boulder, CO. They are incredible partners to help develop crazy big ideas and then build the visual storytelling to bring them to life across all touch points.
8. Did you consider yourself a tech company first? What would you consider yourself today- tech or pizza co?
We are a tech company with a pizza obsession. And in some ways we are a logistics company with a pizza obsession – always innovating to drive more convenience and remove any friction from the process.
9. What is your internal team structure that allows for speed approvals/posting on social?
Our content is planned a month in advance and is reviewed by key internal teams and legal. For speedy approvals on trends that we want to jump on ASAP, Advertising is our final approval. Sometimes speedy approvals are necessary given the nature of social and they’re happy to jump in and help (everyone here has a heart for social!).
10. Why aren’t there any professional photos on your feed? Is that a part of your strategy?
It is definitely part of our strategy! We like to show how real our product is – no touch ups, no filters, just crave-worthy, thumb-stopping pizza (or “pizza porn” as we call it internally…). Similar to how our real product is used in TV (no fake “glue” cheese or fake toppings – it has to be edible afterwards to meet our standard), we’re “uncommonly honest” about showing our real menu items in the way that any customer will be receiving them. However, we’re in a phase of trying out new strategies on our social channels that aren’t necessarily as focused on food imagery (i.e. memes). Keep an eye out!
11. Curious about the strategy of focusing on promos and services over product within ads
We do both – we have a high bar for product innovation. We don’t do LTOs like most of QSR – we only want to add products that are appealing enough that they drive a high enough mix to remain on the makeline and earn their keep in our operations.
12. How do you pre test your TV ad concepts so you know what will work best in market?
We occasionally do testing to validate the relevance, uniqueness, and persuasion of a concept, but in general we trust our marketing instincts on what ideas are bold enough to break through. We do copy test our TV ads.
13. How large is your social team?
We have two internal people who lead our core organic social content, but we have many people in different departments (customer care, advertising, marketing, PR) as extensions of the team (including WIP).
14. What are most of your campaign decisions driven by? Brand awareness or hard sales?
Driving incremental orders is our primary KPI. We have other secondary KPIs like awareness, quality, taste, and value that we also track.
15. What digital campaign platforms do you find most effective?
We only run media on platforms that drive incremental return on ad spend – you can see where we invest, it tends to be where the most consumers spend their time, that happen to be ad supported. And we always try to be organic and native to platform.
16. What’s a past ad that surprised you with how well it did?
You usually have a good sense for what is going to really blow up, whether it’s Paving for Pizza or Carryout Tips. Carryout Insurance was very successful and we were able to run that for a second campaign, which also worked hard for us, so it was good to validate that sometimes we tire of ideas before consumers do.
17. How old is the person who runs your social?
18. What are your top 3 marketing segments?
Carryout, Delivery, Domino’s Carside Delivery.
19. If someone could only do 1 thing well for marketing, what should it be?
Build a great product – product quality is #1, everything else grows from there.
20. Is there pressure to begin to market to younger generations? How do you walk that line?
People young and old love pizza and we focus our marketing on adults who love pizza. We know that adults with kids are a large part of our customer base, and that kids naturally seem to love pizza, but our goal is always to market to adults who are fanatical about pizza.
21. What’s the reason behind saving $3 if you pick up your order vs delivery?
Carryout consumers feel like they are doing real work driving/traffic/hunting for the food, and returning home with the prize. They appreciate being recognized for their work – it’s also an incentive to drive more frequency and digital orders which leads to a higher ticket.
22. Discount code?! 😉
While we can’t do a discount code at this time, we’re happy to share 10 $50 Domino’s e-gift cards that Amber can give away to her followers.
To enter to win a $50 Domino’s gift card, comment on this blog post and add your email to the comment!! I will email the winners on June 30 🙂
111 comments | Join the Conversation
I really enjoyed this blog post! I am going in to marketing as a career so this was insightful as well as interesting.
Helpful info and some great strategies! Thanks for sharing. I like how you support/encourage those trying to build up their craft. Thanks Amber!! Email: [email protected]
Dominos is the best! There is no other pizza better than Dominos. I would get Dominos at least once a month at university and even had it served at my wedding! My husband and I love to get the hand tossed pizza with sausage, pepperoni and green peppers.
ok this was so interesting to read about! you never really hear insights on marketing through a large food platform so i really enjoyed this. and now, i am craving pizza (!!!) amber, you should make this a segment and reach out to other companies (who do great advertising) your followers love.
love this! dominos is my go to for cheap pizza night 💕 I love watching the pizza tracker honestly after we order haha
This was such a fun article! I loved it! Thank you Amber and Doms 🙂
Great Q & A! [email protected]
Those were all such thoughtful questions. My whole family LOVES Domino’s, such a fun giveaway!
Email: [email protected]
This was so fascinating to read! Props to Kate for answering these more in depth than I expected. Thanks for sharing. Makes me want pizza now 🍕
I was raised on Dominos and still order it almost weekly. This was such a fun post, I now want to work for Dominos too!! Lol
Every response is thoughtful and insightful, thank you Kate! Now craving a slice of pizza, BRB!!
(Email: [email protected])
this was a really cool read!!
This was so interesting! I do similar work for a not similar company and this was such a fun perspective to see.
Oh I’d love this!! [email protected]
Thanks for publishing this – very interesting!
How cool is she for taking the time to respond!!? Loved her answers- found them so practical and insightful!
Such a good read! So insightful and interesting to learn some behind the scenes details! Thank you both for taking the time to share!
We love dominos! @[email protected]
This was super insightful as I am running social media for a company and always interested in how other successful companies run their socials behind the scenes. Thank you!!
Interesting read! I thought it was fascinating how far out they plan their content, and what they do when a trend pops up. Thanks Amber and Kate!
Such an interesting read! I thought it was really fascinating how far out they plan their social media and what they do when a trend pops up. Thanks Amber and Kate!
This was a fun read for someone currently obsessing over marketing! I’d love a gift card too.
This was such a great deep dive into Domino’s marketing!! I’m at an ad agency and it was so insightful and interesting. My email is [email protected]
So cool that you got to ask so much about the business and marketing side! I appreciate that they market to adults rather than only being kid focused. They know who is paying for that pizza. 😂
Such a fun and different read Amber!
This was soo interesting!!
Loved this read!!
This was an insightful read! I love that Domino’s feed is “uncommonly honest” & shows the customer what they will be getting when purchasing from them! I also love the brand distinction that pizza is for every occasion…it’s so true!
This was such a great blog post! Never would have thought I’d be interested in hearing from Domino’s but wow! Loved all that background info and now want to go follow them and order a pizza. Would love that gift card!
Leaving email in the info section below 🍕
Loved this so much!
Loved reading!! These questions were so clever and Kate’s answers were amazing too! Now I’m craving pizza 🙂
Love this! I’m a marketing major, so this stuff fascinates me. Thanks Amber for putting this together.
Absolutely loved reading this! I’m in TV marketing and I’ve been inspired many times by what Domino’s is doing. Thank you for putting this together! 🍕
Loved this insight! We love Dominos, especially the handmade pizzas!😋
This was incredibly insightful. Always fun to see how other businesses strategize marketing/promoting with a different mindset. Thank you for sharing!!
I’d love to be one of the winners selected! Dominos is definitely a meal we share often in our household!
Email: [email protected]
Dominos pizza is a family favorite at our house!
Very cool to learn the “behind the scenes” of their marketing! Love them even more. Thanks for sharing.
I’m here for the garlic crust *tummy rumbles*. So cool to see some behind the scenes. [email protected]
I love the 80s style Stranger Things themed pizza boxes they’re doing right now. The details are so cute!
Absolutely loved this insight. Thank you for sharing and asking their marketing team such great questions!
Found these marketing insights about Dominos really interesting!! Thanks so much Kate and Amber for the fun share 🧡
I studied marketing in college, this was so interesting!!
This was so insightful! As someone who loves learning about marketing, I really enjoyed this post! 🙂 [email protected]
Such enlightening responses! I think I’ll order some pizza now! Loved the idea of pizza being magical. Such a true statement! Lol Thanks for facilitating such a fun Q&A Amber! 🙂
Oh wow. Intersting blog. Thank you for it enjoyed reading and learning more from them.
This was so interesting and I’m not even a business owner
Or entrepreneur 😂 so cool!! Also I’m a huge fan 🍕
Wow! I never realized how in depth marketing at dominoes was! How interesting!
So fun & insightful to see a little behind the curtain. Thanks, Kate & Amber!!
So cool to have them reach out to you and such informative answers.
Love dominos!! Such a cool interview.
Thank you domino’s!! We appreciate you!!
My neighbor and her son LOVE Dominos! When i say LOVE I mean they eat it every day… not even exaggerating. I don’t eat a lot of pizza, but when I do its the thin crust so I can eat more and not get full so quick 🍕
Thanks for sharing, Amber! I love all your content and this deep dive into Domino’s marketing is 👌
Thanks for sharing, Amber! I love following you for all of your content but this deep dive into Domino’s marketing was especially intriguing. Who doesn’t love pizza?! 🍕
Obsessed with dominos! It always gives me the best memories eating their pizza since my boyfriend and I would eat it in our little apartment when we were in college. It’s so cool to hear about their marketing and I love that they are so authentic and don’t use filtered photos. The pizza speaks for itself!
This is really so interesting… who knew pizza marketing would have me so intrigued 😂😂
Dominos is awesome! Jess.eddy100 gmail.com
I would love a pizza gift card!! 🙂
We love dominos 😍
Very insightful interview with Domino’s.
Such a fun read!
Love that a 27 year old is in charge of social media, cool to see young people doing big things!
I love this post. I always love to hear the story behind brands, how they function and what drives them ❤️ [email protected]
Such an interesting blog post as a marketing student!
This is SO interesting. I have always loved dominos marketing especially with teaming up with stranger things.
This goes to show that great marketing skills can be used for good! We all can learn so much from one another. Great minds think alike!
Pizza is amazing! Super interesting read. Thanks for sharing 🙂
Loved that Kate was so honest in answering questions. Interesting to hear the ‘why’ behind some campaigns.
Okayyyy! What a freaking fun read 🤩🤩 and now I’m on my way to buy some for dinner 🤣
Thanks for this Amber!
This was super informative! Love dominos!
This was very informative & still fun!
I’m in school for Digital Marketing right now and found this very applicable and helpful! It’s always cool to learn from different companies and points of view when dealing with media, nothing is ever the same.
Loved this post! I thought it was interesting about how they wanted their social media to be unfiltered, real pictures of the products!!
The way she described pizza in her answer to the first question made me realize how involved pizza has been in so many of my life moments 🥺 [email protected]
I love that dominos did this with you!! My absolute favorite “fast food” pizza and my family gets it probably more times than we should haha
loved this post!
What an awesome post! Lots of great tips and ideas☺️
We love pizza in our house! It’s practically what I survived on when I lived in NYC. It is definitely magic. 😍🥰 [email protected]
This was a fascinating look at how a large company approaches marketing and social media. I do get the sense that Domino’s really does think like a tech company with a pizza obsession after reading this.
I’ve read every single one of your blog posts you’ve ever posted since BFB! I love them I wish you would post more you always have something fun to talk about! This was an interesting one. [email protected]
Question number 1!!!!! Pizza is everything and it’s really the key connection to all we do 😍 love it!!!!
Nice to read a bit about the behind the scenes of my go to party pizza 😎 @[email protected]
This was seriously so interesting! I love pizza… and marketing 🙂
Wow, I loved reading every bit of this! So extremely fascinating. Loved reading answers I’ve wondered about for years on one of my favorite pizza places. I’m so glad they DM’d you back, what a fun and exciting experience for you Amber and your following! 💖🍕
Oh my gosh I love that you did this! Deepened my love for dominos 🍕
I love this! My team reached out to Dominos a few years ago to work with us to get each of our remote employees (there were thousands) a gift card so they could all have pizza together during the week and they made the process smooth and fun! She’s totally right, EVERYONE loves pizza 🙂
Very interesting! Love what they said about why they don’t use professional photos of their food. [email protected]
sooo fun! I love that you did this!
So cool! Now I’m gonna order dominos tonight! Thanks for the inspo!
Wait, I freaking love this blog post! I’m a Digital Marketing Strategist, so I find all of this so insightful + interesting. Best part? It’s my favorite influencer plus my favorite pizza delivery joint. 🍕🤟🏽 always producing the best content, bestie!
This was so fun and insightful to read!
Very interesting & informative!! [email protected]
Wow! So informative! I am going to rewatch these commercials and learn from this brilliant marketing!
Omg!!! This was so interesting and defiantly made me want to make pizza my life passion as well. Super interesting piece 🙂
That was so interesting ! It made me want to get a pizza right now haha. Love you ☺️ ( [email protected] )
Dominos 4 LlIFE! I loved this. My email is [email protected]
This blog post was so interesting!! Thank you both for doing this! [email protected]
As a marketing grad and branding designer myself, I loved all of this! Love a niche interview almost as much as my husband loves Domino’s 💚
Thanks for sharing!
pls dominos [email protected] <3
LOVE LOVE ALL OF THIS!
A blog about my favorite pizza and Amber. 2 of my favorite things! This was a really interesting blog to read!
I loooove me some Dominos! This blog just made me hungry!
Great insight thank you so much for sharing!!
This was so cool!! Love seeing a successful marketing strategy, thanks for sharing 🙂