Primarily franchise-owned Domino’s® Pizza is the world’s largest pizza company, with over 14,000 restaurants preparing pizza and other meals throughout more than 85 countries. They are one of the top ten largest U.S. based franchise systems, with over $18 billion in annual system sales.
Problem
Even with this volume, Domino’s still struggled to maximize their marketing. For years, their local franchisees dished up fresh campaigns without tracking their results—and it was impossible to measure effectiveness.
Solution
Domino’s decided to partner with Deliver Media, an Ironmark Company, to implement a strategic, measurable marketing plan that would maximize their ROI by driving incremental orders, increasing tickets, boosting customer frequency, and re-engaging lost customers.
It worked. Deliver Media helped over 1,500 Domino’s locations create a data-driven direct mail strategy that harnessed existing client data (NAP), purchase data/history, and customer data from the transactional customer database. Using the power of predictive analytics, Deliver Media then integrated this data with third-party data to reveal Domino’s ideal customer, identify customers likely to increase spend and to re-engage, implement and track campaign effectiveness, and optimize results with continued feedback. Armed with this data, they created customized campaigns.
Results
Domino’s measured approach was hot! Their campaigns returned a total response rate of 33.53%, up 16.57% from previous rates. These high marks of engagement delivered over $71 million in incremental revenue for the franchises, representing a remarkable incremental ROI of 605.98%!
Takeaways
The franchisees loved the results. “We thought our direct mail was maxed out. But, then Deliver Media showed us targets that mirrored our best customers. We switched up the next campaign and our franchisees were raving about their ad funds being put to such good use,” notes Tamara Coleman. By laser-targeting the customers most inclined to buy with content customized just for them, ROI went through the roof—and Domino’s sales are now as piping hot as their pizzas.
