Even the biggest pizza chain in the nation has hard times. But Domino’s was able to maneuver out of its difficulty thanks to its Emergency Pizza promotion.
How did Domino’s emergency pizza bring the company back from a disastrous sales slump?
Break In Case Of Domino’s Pizza Emergency
A few years ago, Domino’s was reeling from a streak of bad quarters that tanked the value of the company’s shares…
SO THE COMPANY HAD ONE MISSION: BRING BACK LOST CUSTOMERS.
Thanks to sprawling inflation, many regular customers at different fast-food joints have become more cost conscious…
Leaving big chains fighting for scraps of customer’s dollars.
This led many chain restaurants to create new deals to lure hungry customers back. McDonald’s created an incredibly popular $5 meal…
Even Domino’s CEO had some choice words about this strategy…
Essentially, Domino’s wanted to create a new deal that would be a bandaid for life’s disappointing moments (like burning dinner). This became the idea that led to Domino’s emergency pizza campaign…
WITH THE TAGLINE: WHEN LIFE GIVES YOU LEMONS, WE GIVE YOU FREE PIZZA.
The actual promotion gives members of the company’s loyalty program one free medium sized two-topping pizza to claim 30 days after making a purchase.
As simple as this deal seems, it took two years to get Domino’s emergency pizza campaign to consumers…
But despite some initial glitches which was essentially an infinite free pizza glitch…
The deal became the most successful promotion in company history.
Another Deal Cooking
The Domino’s emergency pizza deal did end up costing the company millions in free pizzas…
BUT IT ALSO BOOSTED COMPANY SALES EXPONENTIALLY.
The promotion added 2 million new members to Domino’s loyalty program, and it brought same store sales up 2.8% in three months.
Now, the promotion is making a comeback and is currently running through January.
But if there’s anything to take away from Domino’s emergency pizza campaign…
It’s that big risks mean big rewards…
And you don’t need to be one of the country’s largest chains to take advantage of this lesson.
Be Great,
GCTV Staff
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