Introduction
Domino pizza is the second largest franchise company in the United States that was incorporated in 1960. The company operates a franchise and company-owned stores globally. It also deals with Domino’s brand which is recognized worldwide because the company makes proper use of social media and media profiles. The use of social media platforms enables the company to reach its target customers quickly and also it advertises its products through social media and media profiles. The company mostly uses twitter, facebook Instagram and YouTube since they the common platforms that are widely used by people. This case study aims at analyzing how the company uses various social media and media profiles and also the mobile applications associated with the brand(Dalian, 2018).
Background of the study
Domino’s brand was invented in 1960 in Michigan. Domino’s Pizza Company was started by two brothers Tom and James as a store which they named Dominick’s, and five years later they changed the name of the brand to Domino’s. By the end of 1983, the brand became popular globally when the two brothers opened its first international store in Canada. In the same year, the company opened another franchise in Australia to expand its sales of Domino’s brand(History of Domino’s Pizza – Origin of Domino’s Pizza, Interesting Information on the Background of Domino’s Pizza,2018).
Furthermore, the company made another milestone by opening more than 1000 Domino’s Pizza outlets. In 2004, the brand was made public on NYSE. The greatest achievement of the company from its brand was the innovation of the new and inspired pizza marketing which led to the growth of the UnitedStates. By the end of 2014, the company had 11,000 Domino’s stores globally(By the end of 2014, the company had 11,000 Domino’s stores globally A Brief History and an Introduction to Domino’s Pizza | Kibin, 2018).
In spite of its popularity and branches, Domino Pizza brand remained the same for many years until when the size of the brand was increased due to the competition the company faced from its rivals. Today, the company has invested a lot of capital on social media platforms to sell its brand and also to advertise it through Twitter, Instagram, Facebook, and YouTube(A Brief History and an Introduction to Domino’s Pizza | Kibin. 2018).
Domino’s social media presence and profiles
Domino’s brand has been on social media since 2012, and since then the brand has attracted more than 10million Facebook followers, and on twitter, it has more than 700,000 followers. Domino’s Pizza joined Instagram in 2015 and has so far acquired more than 25,000 followers. The number of interactions on social media every month exceeds 10,000. Domino’s Pizza uses socials media such as Facebook, Twitter, Instagram, and YouTube to keep their customers updated about the new changes in their brand. Some employees of Domino’s Pizza took a video of themselves distinguishing the various ingredients of Domino’ssandwiches, and the video was then uploaded on YouTube in 2009. This video drew the attention of many customers who vied the video on YouTube and Instagram and all over the blogospheres. Domino’s Pizza changed some of the ingredients of its brand to gain a more competitive advantage over its rival’s. The company, therefore, focused on Twitter to advertise its products (How Domino’s Used Social Media and a New Pizza Recipe to Completely Reinvent Itself, 2018).
Link to the video: https://youtu.be/AH5R56jILag
For the Domino’s Pizza Company it is the social media that drives everything, and therefore the customers own the brand. In 2015 Domino started a marketing campaign that addressed the feedbacks of their customers. The feedback that the customers gave was that the brand tasted like cardboard and some said that that was the worst experience they ever had with Pizza(Wilmot, 2018).
Based on the feedback of the customers the company took a step of addressing the issue by improving its brand. Then the company conducted a campaignwhere its customers took pictures of their new Domino’s product and asked them to post the photos online. As results, Domino’s advanced in the technology of its business whereby it came up with a mobile platform where its customers would order Pizzas through the mobile platforms.Today, most of the revenue earned by the company comes from the digital orders (Wilmot, 2018)
A mobile application that is associated with Domino’s
In 2012, Domino’s Pizza Company redesigned the mobile application which Domino’s Pizzaused to enhance its efficiency. The iPhone and Android app have made it easier for Domino’s customers to order Domino’s Pizza products through the app (Wilmot, 2018).
Two blog posts associated with the Domino’s
There have been many blogs that mention the brand such as the new pizza pan evaluation and delivery services for the different stores of Domino’s Pizza. In respect to the two blogs, it is clear that the advertising of the brand on social media is very successful since the social media has captured the attention of many people to share about the brand globally (Domino’s strong mobile sales prove millennial’ dependency on digital ordering | Retail Dive, 2018).
Two examples of social media content that mention the brand
Two tweets that mention the Domino’s brand
In 2015, Domino’s Pizza joined twitter and feeds of Domino’s brand flooded in pizza emojis. The customers of the Domino’s Pizza were just amazed that from that time onwards they would have to tweet at the brand to have an order made(Monllos, K., &Monllos, K, 2018).
Conclusion
In conclusion, the interaction between the Domino’s Pizza Company and its customers through social media has benefited the company and the customers. The intimate relationship between the customers and the company has made Domino’s brand a part of the media environment.Domino’s Pizza has a lot of capital on research and development on social media.The company was founded with a little amount of capital,but today the company is worth billions ofmonies due to the sale of its brand on socialmedia.Additionally, the company has acquired a large number of customers who purchase pizzas frequently hence making the company have good control over its inventory hence increased profitability.
References
A Brief History and an Introduction to Domino’s Pizza | Kibin. (2018). Retrieved from https://www.kibin.com/essay-examples/a-brief-history-and-an-introduction-to-dominos-pizza-T6wSfzNh
Dayalani.(2018).Introduction of domino pdf. Retrieved from https://www.slideshare.net/divyanshidayalani/introduction-of-domino-pdf
Domino’s strong mobile sales prove millennials’ dependency on digital ordering | Retail Dive.(2018).Retrievedfromhttps://www.retaildive.com/ex/mobilecommercedaily/dominos-strong-mobile-sales-prove-millennials-dependency-on-digital-ordering
How Domino’s Used Social Media And A New Pizza Recipe To Completely Reinvent Itself. (2018). Retrieved from http://www.businessinsider.com/dominos-social-media-2011-7
History of Dominos Pizza – Origin of Dominos Pizza, Interesting Information on the Background of Dominos Pizza. (2018). Retrieved from http://lifestyle.iloveindia.com/lounge/history-of-dominos-pizza-1915.html
Monllos, K., & Monllos, K. (2018). Why Domino’s Went Nuts and Wrote Hundreds of Tweets Almost Entirely in Pizza Emojis. Retrieved from https://www.adweek.com/creativity/why-dominos-went-nuts-and-wrote-hundreds-tweets-almost-entirely-pizza-emojis-164732/
Wilmot, S. (2018). Domino’s Pizza Won’t Make You Dough like It Used To. Retrieved from https://www.wsj.com/articles/dominos-pizza-wont-make-you-dough-like-it-used-to-1503678250
YouTube.(2018).Retrievedfromhttps://studio.youtube.com/channel/UCVfGh7BCHus3X1QNd1qMjSw
Assignment Sarthakhooda 