Dominoes has utilized mobile technology and social media to drive foot traffic into its stores for a while now, with success on nearly all fronts. Through innovative campaigns using Foursquare, to going back to basics with SMS, Dominoes continues to leverage mobile to its advantage.
Back in July, we covered the pizza chain’s use of a Foursquare checkin and rewards campaign to help boost revenue by 29%, or an extra $26M in the UK. The campaign was unique in that encouraged patrons to check-in at their locations, even though none of them offer dine-in services. Looked upon as a way to drive foot traffic into their locations, the promotion did drive pick-up orders and helped eliminate costs associated with delivery, as well as offer a viral effect when a user would check-in at a Domino’s location and all their friends would be exposed to the domino’s brand. Though simple in nature, the low-cost campaign proved extremely effective.
Here in the US, Dominoes recently went back to basics with a small SMS campaign to drive foot traffic and promote its new “Legends” pizza offering. Through Cox Media, TV spots were placed on various cable networks and viewers were encouraged to text in to receive a coupon to show in store to get a free oven baked sandwich with the purchase of a new Legends pizza. In less than a few days, over 150 people texted in to receive the coupon and it drove almost 100 people into Dominos locations creating a 69% redemption rate.
Dominoes obviously sees the value in mobile campaigns, but I’m surprised they don’t go much larger in their efforts. The Foursquare campaign was so successful that they went nationwide with it, but only in the UK. Hitting the US with a broad-based Foursquare checkin campaign and massive, on-going SMS campaign — among other initiatives — would have a profound affect on awareness and revenues, if done correctly that is.