How Domino’s Pizza is Using Community Marketing to Better the Roads for their Customers
Community marketing has become a popular trend within a slew of companies recently.
Customers are now giving their dollars to companies that are willing to help and give back to their own communities. Domino’s Pizza has had great success with community marketing, showing they can do more than just make pizzas.
Cities across the U.S. have struggled to deal with persistent potholes and most often these crumbling roads are left for months, sometimes even years… so Domino’s took matters into their own hands. The company stated, “We can’t stand by and let your cheese slide to one side, your toppings get un-topped, or your boxes get flipped. So we’re helping to pave in towns across the country to save your good pizza from these bad roads.” They created the infrastructure effort, “Paving for Pizza,” in which customers can nominate their town, and Domino’s will mend their roads themselves.
Not only is Domino’s Pizza saving America’s collapsing roads, but they also created a promotional offer as well. The chain implemented a carryout special where customers can get three large pizzas for only $7.99 each. The combination of running both a community marketing strategy and a promotional effort created a substantial amount of word-of-mouth marketing. The campaign generated a huge buzz, completely taking over social media, with tweets such as “The Paving for Pizza concept is pretty brilliant,” to people begging Domino’s to come mend their town’s roads.
However, Domino’s has not always been doing so well. In 2010, Domino’s was under scrutiny for their pizzas and was headed on a downward spiral. After launching a “pizza turnaround” effort, the company changed to a “new and improved” pizza recipe, and implemented many new marketing strategies, including the infamous Pizza Tracker. According to Fox 5’s article Why Domino’s is Winning the Pizza War the company was able to increase their market share to 17% because of its relaunch.
With how successful both of Domino’s Pizza’s recent marketing campaigns were, it will be interesting to see if any other companies take inspiration from this and create their own community marketing strategy to better their customers lives beyond the products or services they provide. Who knows, maybe McDonald’s will be doing our construction next too…