Domino’s Pizza uses Social Media to guide menu options

Media statement

Tuesday 28th October 2014

Domino’s Pizza uses Social Media as a business tool to guide next menu options.

Really standing up to their People Powered Pizza positioning Domino’s Pizza are bringing back Puff Pastry following overwhelming requests from their 250,000 Facebook fans.

Earlier this year the pizza delivery experts launched a new brand mantra at the heart of their operations, People Powered Pizza and the true spirit of this philosophy was listening and responding to Social Media fans.

In one of their trademark Facebook Q&A sessions with Marketing Director Allan Collins earlier this year it became apparent to the Domino’s team that a large number of their customers wanted the Puff Pastry brought back to the menu and the passion for Puff was overwhelming.

Following that Q&A session the team jumped at Domino’s tested the market to check if it was a few keen fans or if the Puff Pastry really was that popular. Domino’s put it to their fans with an online campaign promising if they reached 5,000 likes the Puff Pastry would make a return.

With a social media campaign to “Bring Back Puff” the campaign easily reached the 5,000 Likes Domino’s asked for. The fans have spoken so Puff Pastry is back on the Domino’s menu.

Scott Bush, New Zealand General Manager said the Company’s progressive social media strategy has been responsible for a number of key decisions in the business when it comes to product development and quality.

“We engage with our social media fans and listen to what they say. They are our end user and we like to confer with them for ideas.

No longer do companies need to spend hundreds of thousands of dollars on group research sessions, when a large percentage of your customers are on social media and are giving you live feedback every hour or each day,” Bush said.

“Social media has changed the way we interact with customers, it is isn’t a hard sell like other platforms, it is a way to get a conversation going with customers that you can’t do with banners or billboards."

In April 2014 Domino’s increased their social media presence to include 24/7, round the clock monitoring across all platforms.

“We listen to the feedback our fans and followers provide us at all hours of the day – it’s invaluable and our pizzas couldn’t be half as good as they are today without the millions of people telling us how to make them better and a lot of these come from our Facebook page.

“Any business that isn’t listening through social platforms really is missing a huge opportunity. If over 2.4million Kiwis are on Facebook that is over half the population you are missing out on understanding how networks work and how people socialise!"

The Puff pastry is back for a limited time from Monday 27th October at all Domino’s stores.

ENDS

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