![]() ![]() When the calculation factors in four crust types, three sizes and sauce options, that gets the number to more than 34 million.Īnd it can get worse at some locations, the chain said, because franchisee owners often add their own regional topping, crust and even size options. When you mix and match every topping with every other topping, that gets the pizza options to 2,842,226. It starts with 22 available toppings and an option for extra cheese, which gets us to 23 elements. When I doubted the figures, Maloney shared the data. Some Domino's accountants calculated that there are literally 34,106,712 different pizza combinations available from Domino's. They don't mind their personal brand being associated with our brand."Ī quick aside: For those who don't mind getting ultra-geeky, here's the nerdiest stat I've seen from any pizza company. They take pictures of themselves and they tweet about the color of socks that they are wearing. The folks on Twitter tend to be much more public about their opinions," he said.Īdded McIntyre: "This is a generation that wants everybody to know everything that they are doing. "Twitter is, by default, an open public forum. Will consumers really want to shout to their friends about their Domino's orders? Maloney said that he thinks they will. That said, Maloney added, Domino's will sell more than 400 million pizzas this year, so even 9% of all orders is a lot of pizzas. How often will consumers be in that situation? Dennis Maloney, vice president/chief digital officer for Domino's, said that situation - "two orders in a row that are exactly the same" - accounts for fewer than 10% of all Domino's orders, meaning that it won't work for more than 90% of all orders. Consumers must also add their Twitter handle to their profiles. The customer must have previously created a Domino's profile and the order must be identical to the default order on file within that profile and it must go to the default address on file and it must be paid by the default payment method. Customers tweet #EasyOrder or a pizza slice emoji to The Twitter purchases are designed to be quick and easy, but to do that, Domino's had to place several restrictions. The Domino's tweet-to-eat front-end process is straightforward. The Twitter buy is the latest from Domino's ordering options - something Domino's calls AnyWare - and it now consists of Samsung Smart TV, Pebble smartwatch app, Android Wear smartwatch app, Ford SYNC AppLink and a voice-recognition mobile app called Dom. The fact that consumers are willing to trumpet that they are purchasing from a specific retailer is arguably the best endorsement of that brand. He's not nearly as embarrassing as he used to be.")īut McIntyre's point was serious and it's legitimate. Or as McIntyre put it: "We have a brand where people are no longer embarrassed to order." (What a great presidential campaign slogan: "Vote Smith for President. In a phone interview on Thursday, Domino's spokesman Tim McIntyre said the social media campaign is intended to stress the point that consumers - especially younger consumers - like Domino's now and are not hesitant to shout that support in front of their friends. That message was best articulated a few years ago by comedian Stephen Colbert, back when Domino's was one of his largest sponsors. I say that it's pure Domino's marketing because the message is one that no other major company has ever tried: We used to be awful and now we're better. It's the ultimate social media tactic and it's predicated on a reality that is pure Domino's marketing. ![]() The consumer needs to follow Domino's - and Domino's will follow them back - to allow for the reciprocal direct messaging that is used to verify the purchase and the delivery order. But the very nature of a Twitter purchase is in-your-face public, with each purchase a public shout-out for the chain, encouraging all of that person's followers to do the same. When a consumer uses any of the other means of interacting with Domino's, it's private. But it does have one huge advantage - enjoyed almost entirely by Domino's. ![]() That's all true, but ordering a pizza via Twitter isn't faster or more convenient than submitting the same entry through Domino's mobile app. and order a pizza without having to switch media. The rationale is that customers can stay within whatever media form they are using - social media, mobile, desktop, Apple Watch, etc. When the Domino's pizza chain announced on Wednesday (May 20) that it can now take pizza orders via Twitter, it was part of the chain's buy-anywhere-anyhow campaign.
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