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Domino’s Pizza rolls out 12-day promotion to drive mobile ordering

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January 4, 2013

Domino’s Pizza has unveiled its new Domino’s Dollars initiative that aims to bolster the company’s digital ordering, including online, mobile Web and applications.

Through the Domino’s Dollars 12-day dollar giveaway campaign, customers who order the fan-favorite two medium two-topping pizzas for $5.99 each – through digital ordering – will receive $5 in Domino’s Dollars to be used towards their next online order within 10 days of receipt. The initiative aims to get more consumers ordering their favorite meals via their mobile devices.

“More than anything else – we are looking to offer our fans and customers value at a time they are looking for it most,” said Chris Brandon, a spokesman at Domino’s.

“Post-holiday/New Year is a great time to not only continue our fan-favorite $5.99 deal, but this is truly value-on-top-of-value when coupling it with the $5 in Domino’s Dollars, which are being delivered to our customers in a very innovative, unprecedented way,” he said.

Mobile ordering
The Domino’s Dollars will arrive through an email promo code, which is a unique method for the pizza giant.

Domino’s is getting the word out about the 12-day giveaway through a national TV campaign, which demonstrates the value to customers in getting currency to use on a future Domino’s order.

According to Mr. Brandon, Domino’s online ordering now makes up one-third of total orders in the United States.

“We hope this will be a strong value reward to our existing online customers – and in addition, hopefully it will bring in some new online customers who have yet to try ordering from our digital platforms, which are truly second to none,” Mr. Brandon said.

Critical role
Mobile continues to play an important role for Domino’s.

In June, the company continued to make strides in the mobile commerce space via a mobile application that rewarded consumers when they used it.

The company launched its Domigoals mobile app for iPhone and Android devices. The app lets football fans vie for a chance to win prizes when goals are scored (see story).

In August, Domino’s gave consumers 50 percent off all pizzas when they ordered via the company’s Web site or mobile applications.

The promotion was part of the company’s effort to reward its digital customers, as well as encourage more sales (see story).

Most recently, Domino’s ran 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 offered 50 percent off menu-priced pizza via its Facebook pages in 52 countries on Dec. 6 for the second annual Global Domino’s Day (see story).

“Mobile is the fastest growing ordering platform for us and online ordering as a whole now makes up one-third of total orders in the U.S.,” Mr. Brandon said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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