The Domino's Effect

May 15, 2017 Ophelie Zalcmanis-Lai

There is no better moment than pulling a slice of fresh, piping hot pizza out of its box and watching that gooey choose string apart as it wafts the scent of fresh tomato sauce and pepperoni in the air.

Go ahead, take a short daydreaming break – we’ll wait.

Annnnd, we’re back.

Other than serving up some great pizza, Domino’s is winning huge brand recognition across the industry.

It’s reigning in tech innovation. It owns brand identity. It consistently delivers on the customer experience.

This is the Domino’s Effect*, and it’s what captured our minutes this week.

Here’s why:

1. Domino’s is creatively and smartly integrating technology into how it does business.

The Tite Report’s contributor Shane Schick wrote about Domino’s and its use of IFTT technology last week, in case you missed it.

To summarize, Domino’s has been finding common sense ways of using responsive technology to improve both the brand’s output and level of appreciation with customers.

Responsive is the key word here.

By investing in and working with fairly advanced technology, Domino’s is getting a step ahead in a lot of different aspects at once. Not only can it adapt deliveries to customer’s needs, but it’s also rapidly gaining a better understanding of how customer’s shop from the brand and what areas of the brand need to rise to the occasion.

Consequently, the pizza brand is learning how to work efficiently within specific boundaries. In this case, the word boundaries is not to be mistaken as meaning constraints. Rather, it means that Domino’s knows its strengths and it knows where it could do better.

That kind of self-awareness is what keeps brands nimble as demands change and markets evolve. It also helps that brand be financially responsible, focusing on only what it needs to optimize its existence.

2. Domino’s is making itself stand out, visually-speaking.

For a long while, and even perhaps still to a certain degree in specific locations, Domino’s was getting lost amidst all the other pizza fast-food chains.

The product was getting lost in the clutter of poor packaging.

From a content marketing standpoint, most marketers would agree that packaging is not the main focus and that all brands have greater stories to tell.

However, packaging is still a part of that story and especially so when the packaging is distracting from the story.

As Creative Review wrote, “the best packaging is simple but distinctive: an instantly recognizable design, ideally with some memorable quirk or playful touch that sets it apart.”

Pick any prominent brand, take away the name and people should still be able to recognize it just from the design of the logo.

Just as Creative Review explains, Domino’s was missing the mark.

Agency jones knowles ritchie entered Domino’s in Creative Review’s The Annual 2017 contest, which recognizes commercial creativity. It won for its packaging.

Where Domino’s previous boxes were overtaken with cluttered type that often spoke to only seasonal campaigns, the agency brought it back to Domino’s roots: the blue and red domino image. Since 96% of the pizzas were sold as pairs in the brand’s UK market, the agency took that literally and created a red domino box and a blue domino box.

Simple, genius, recognizable.

Though this change so far is only in the UK, it highlights Domino’s continued awareness and acceptance of its brand perception.

We don’t need to explain why it’s important for brands to be recognizable to audiences. However, the case of Domino’s showcases the fact that in order to generate responses from audiences (and not just recognition) brands actually need to take visual and tangible action.

How this happens will differ for many brands, however, let Domino’s show you the results when a brand decides to take those steps.

3. Domino’s knows how to keep the customer experience fun.

The second greatest joy in life is being able to LIVE TRACK THE PROGRESS OF YOUR PIZZA’S CREATION AND ARRIVAL.

This is so important, we had to hit caps lock.

It’s a simple thing, but boy is it ever effective. By keeping its customers in the loop of their order’s progress, Domino’s generates anticipation of its product. People get really excited to see it go from oven to delivery car.

Not only that, it taps into its customers’ favourite things (a little Ferris Bueller?) to create great ads that show off the brand’s personality.

To top it all off it has social accounts that actually respond to its customers, with a few emojis no less. Would you look at that kinda innovation.

Put in modern terms, Domino’s knows how to generate hype.

That combined with responsive customer service makes for happy customers. Happy customers make for loyal customers. Loyal customers make for… we’ll let you finish the equation.  

Ultimately, sometimes the best innovator’s are the most lowkey. Domino’s has risen up in branding ranks to capture all the minutes in The Battle for Time because it’s aware and it acts. Just think of what you could learn over a slice.  

Did we also mention that the Domino's stock is up 5000% since 2008? Yup. That's three zeroes. 

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?

*We’d just like to point out that we borrowed from the cleverness of our friends at Creative Review UK for the title of this post. Read more about “The Domino Effect” and the pizza brand’s award winning design online. 

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