Regular readers of this blog know that Domino’s
dominance digital fresh food ordering has been leading the Pizza sector for the
past four years in growth. So just how
have they been able to do it? Well
according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice
Solutions® they do it with a brand invitation that consumer interactive and
participatory. Here is an example.
Recently Domino's
Pizza began sending out birth announcements for its latest labor of love—a baby
registry powered by Gugu Guru. Parents-to-be can
create their own registry at http://dominosbabyregistry.com/.
Meenakshi Nagarajan,
Domino’s director of digital marketing stated “There’s nothing more exciting—and
exhausting—than welcoming a new member to the family,” “From baby showers to
the big delivery, our baby registry makes it easy to enjoy pizza during the
exciting events leading up to the baby’s arrival and thereafter.”
Domino’s under stands
their target consumers and after creating and customizing their registry,
parents can choose from a variety of gift card themes to use before and after
their little ones’ arrival. For instance, customers can shower expectant moms
and dads with the gift of pizza at their gender reveal party, or allow them
savor one last bite before baby. All gifts will be delivered to the
parents-to-be as Domino’s eGift cards.
Some options include:
Hormonal and Hangry—The struggle is real (priced at $20); and Sleeping Through
The Night—Trust Us. It’s a reason to celebrate ($25).
Nagarajan continued “Earlier
this year we introduced Domino’s wedding registry, which was extremely
well-received by our customers,” .. “Introducing a baby registry was a natural
progression. In fact, our baby registry is making its debut exactly nine months
later’.”
One lucky person will
win free pizza for a year and several other pizza-themed gifts such as onesies,
leggings, moccasins, and mugs from Gugu Guru by entering on their blog or via
the widget displayed on the Gugu Guru Facebook page. Once registrants select
their gifts, they can share their wish list with family and friends on social
media or with a unique URL. How are you extending your brand invitation?
Do your food
marketing tactics look more like yesterday that tomorrow? Visit www.FoodserviceSolutions.us for more information
or contact: Steve@FoodserviceSolutions.us Remember success
does leave clues and we just may the clue you need to propel your continued
success.
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