Regular readers of this blog know that Domino’s dominance digital fresh food ordering has been leading the Pizza sector for the past four years in growth. So just how have they been able to do it? Well according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® they do it with a brand invitation that consumer interactive and participatory. Here is an example.
Recently Domino's Pizza began sending out birth announcements for its latest labor of love—a baby registry powered by Gugu Guru. Parents-to-be can create their own registry at http://dominosbabyregistry.com/.
Meenakshi Nagarajan, Domino’s director of digital marketing stated “There’s nothing more exciting—and exhausting—than welcoming a new member to the family,” “From baby showers to the big delivery, our baby registry makes it easy to enjoy pizza during the exciting events leading up to the baby’s arrival and thereafter.”
Domino’s under stands their target consumers and after creating and customizing their registry, parents can choose from a variety of gift card themes to use before and after their little ones’ arrival. For instance, customers can shower expectant moms and dads with the gift of pizza at their gender reveal party, or allow them savor one last bite before baby. All gifts will be delivered to the parents-to-be as Domino’s eGift cards.
Some options include: Hormonal and Hangry—The struggle is real (priced at $20); and Sleeping Through The Night—Trust Us. It’s a reason to celebrate ($25).
Nagarajan continued “Earlier this year we introduced Domino’s wedding registry, which was extremely well-received by our customers,” .. “Introducing a baby registry was a natural progression. In fact, our baby registry is making its debut exactly nine months later’.”
One lucky person will win free pizza for a year and several other pizza-themed gifts such as onesies, leggings, moccasins, and mugs from Gugu Guru by entering on their blog or via the widget displayed on the Gugu Guru Facebook page. Once registrants select their gifts, they can share their wish list with family and friends on social media or with a unique URL. How are you extending your brand invitation?
Do your food marketing tactics look more like yesterday that tomorrow? Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue you need to propel your continued success.