The mobile initiative is taking place in Britain. Domino’s has rolled out the promotion to build loyalty with new and existing customers.

“With these latest foursquare and Facebook Places check-in deals, we’re keen to make sure we continue to extend our social media presence out into the real world and generate loyalty from our customers whether they’re shopping online or in-store,” said Nick Dutch, multimedia manager at Domino’s Pizza, Bedford, England.

Domino’s Pizza UK & IRL plc holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in Britain and the Republic of Ireland.

Deal of the day
Domino’s is offering a check-in special for free garlic pizza bread or potato wedges when consumers check-in on foursquare or Facebook Places and spend more than $23.

Additionally, the company is running a loyalty special within foursquare that rewards customers with a small pizza when they make a purchase on their fifth check-in.

According to the company, location-based marketing is a key part of its strategy and tools such as foursquare and Facebook Places help encourage consumers to engage with the nearest Domino’s store.

“We want to make people that interact with us through our social channels feel special and part of the Domino’s brand, while also giving them extra reasons to be involved,” Mr. Dutch said.

“These deals are just for those who use these check-in platforms as we wanted to give them something exclusive as a special benefit for checking in at Domino’s,” he said.

Getting the word out
Domino’s is promoting the new foursquare and Facebook Places initiative through social media such as its Facebook and Twitter pages.

The company is realizing that mobile is a key ingredient in its overall marketing mix.

“During our recent record day in online sales, 13 percent of the $1.5 million sales on that day came from mobile devices,” Mr. Dutch said. “Mobile is becoming an increasing important area of our business and as such we’re placing a greater emphasis on mobile within our digital marketing mix.

“The nature of our product means that people want to be able to order a pizza while they’re on their way home from work or simply just sitting on the sofa with their phone beside them,” he said. “It’s vital that we give them a fast and easy means to do this through our iPhone and Android ordering apps.

“We’re also always looking for innovative ways to engage with our customers using the methods which are most relevant to them and mobile provides us with another great opportunity to do this.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York