Domino's: Domino's UK - A journey to greatness: From promotion to participation
This is the story of how the pizza retailer Domino's UK responded to a slowdown in its growth. It turned a product and promotions-led business into a participative brand that sought to enhance the takeaway occasions that mattered to consumers. Shifting the emphasis in advertising from products to customers, the 'Greatness From Domino's' strategy aimed to increase penetration, frequency, and order spend by playing a more valued role in the lives of more consumers, more often. Since its launch, the strategy has generated an estimated 227m of incremental revenue, an extra 80m of profit, and a net profit return of 1.20 for every 1 invested between 2013 and 2015.