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Domino’s Pizza offers free garlic bread via Facebook Deals mobile promotion

June 24, 2011

Domino’s Pizza is promoting its new Stuffed Crust pizza and offering consumers free garlic bread via an integrated Facebook Deals mobile campaign.

The Facebook Deals promotion starts on June 23 and lets consumers receive free garlic bread when they check-in to any Domino’s store located in Britain. To receive a free garlic bread, consumers have to order a Domino’s Stuffed Crust pizza.

“To promote the new Domino’s Stuffed Crust, we’re launching a number of different initiatives, including the integration with Facebook Deals and our Domino’s Stuffed Crust Quest,” said Simon Wallis, sales and marketing director at Domino’s Pizza, Britain.

“The Facebook Deals activity is intended not only to generate interest in the new product by encouraging people to try it, but also to share the information with peers via their personal newsfeed,” he said. 

“We’re always looking for new ways to engage with our Facebook fans and the Quest will enable us to do this, while promoting Domino’s Stuffed Crust.”

Domino’s Pizza UK & IRL plc claims to be the leading player in the fast-growing pizza delivery market and holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in the Britain and the Republic of Ireland.

How it works
Consumers can check in to any Domino’s locations in Britain and order a Stuffed Crust pizza.

To claim their free garlic bread, Facebook users need to present the check-in screen on their mobile device at the point-of-sale.

Additionally, by checking in via their Facebook account, consumers can also publish it on their wall, as well as share it with friends. 

“Mobile accounts for a growing proportion of our sales, following the introduction of our iPhone and Android apps,”

Mr. Wallis said. “We have also achieved great success to date with Foursquare so the integration with Facebook Deals was the obvious next step.”

Challenge accepted
The company is also launching its Domino’s Stuffed Crust Quest, which is an interactive challenge that lets fans follow clues around the Internet during a limited time period to collect a series of letters.

The letters will spell out a secret code that can be redeemed for tasty Domino’s Stuffed Crust bounty.

The quest has been integrated with Domino’s Facebook Page, where the first clue will be released in the next few days via a status update.

“We’re always looking for innovative ways to allow our customers to order,” Mr. Wallis said. “We first launched online ordering ten years ago and, based on its phenomenal success, we were keen to capitalise on new opportunities created by mobile channels.

“Investing in technology such as our iPhone and Android apps is now paying dividends for us – last month we announced we had achieved pizza sales of over £10 million through our mobile channel,” he said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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