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Domino’s mobilizes Facebook promotion to drive orders

December 5, 2012

Domino’s is bringing a one-day Facebook promotion to mobile for the first time, enabling customers in select countries to claim the 50 percent off discount when they order.

Domino’s is offering 50 percent off menu-priced pizza via its Facebook pages in 52 countries on Dec. 6 for the second annual Global Domino’s Day. To redeem the offer, customers can use the code 50OFF on any of the company’s digital ordering channels.

“Mobile is a growing segment of the digital population, and we know that a large number of people access Facebook via their mobile devices, especially overseas,” said Phil Lozen, social media specialist at Domino’s.

“The mobile experience this year is going to be a first step for us [for the Facebook promotion],” he said. “Some of our countries have really nailed mobile ordering, but for many, they are just getting into that game.

“Regarding Global Domino’s Day, the goal is to satisfy consumers who’ve told us in the past they would like to participate in our promotions via mobile.”

Mobile orders grow
Domino’s was an early mover into the mobile space in a significant way and countries where mobile ordering is available include Australia, Britain and the United States. In May, the company said that mobile made up 20 percent of its orders (see story).

Global Domino’s Day will be celebrated on Dec. 6 at more than 90 percent of Domino’s locations worldwide. In the United States, Domino’s is extending the offer for a week, starting on Dec. 3 and running through Dec. 9.

The offer is valid only for online pizza orders in most countries, including the U.S. However, in select countries without online ordering, the deal will be valid over the phone and in-store.

Last year, more than 500,000 people participated in Global Domino’s Day.

Mobile, social convergence
Domino’s customers in the U.S. can visit the pizza chain’s Facebook page from a mobile device to find out more about Global Domino’s Day and claim the offer for 50 percent off a pizza ordered online. When users click on the offer, an email is sent to them with a link to Domino’s mobile site, where they can place their order and redeem the offer.

Users can also share the offer with friends.

Domino’s also encourages users to comment with a creative name for a feta, spinach and pepperoni topping combo and to keep coming back for more news throughout the week.

Additionally, customers are encouraged to tweet about the event using #GlobalDominosDay.

Customers in other countries can visit the Domino’s Facebook page for their country to see if it is participating. Once there, customers can interact with a special tab that will allow them to claim the offer.

Customers will also see fun facts from around the world and view how many other Domino’s customers have taken part.

Overall, Domino’s digital platforms are performing well, with the company recently reporting that 40 percent of delivery orders are coming through digital. It also said it will continue to focus on improving and expanding digital as an ordering platform.

“In this promotion specifically mobile is playing a smaller role, due to this being the first time we’ve offered mobile access for a promotion of this type,” Mr. Lozen said.

 Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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