In India, Quick Service Restaurant (QSR) major Domino’s is a leader in pizza category. Through it’s brand campaign – It Happens Only with Pizza’ (IHOP), they intends to gain and grow share of pizza occasions by getting in sync with today’s youth – the Gen Z, Domino’s target audience. The company estimates that out of 1000 meal occasions in a year, pizza is consumed only thrice and the campaign aims for Domino’s to gain share of occasions, particularly among its TG.

Campaign’s Positioning

Sandeep Anand, EVP and CMO, Domino’s India says, “We are positioning Domino’s as the go-to meal which Gen Zs love. Pizza is the go-to food which can deliver this promise. There are a plethora of situations where a pizza can be a catalyst to change the mood and bring life back on track. That is the proposition which Domino as a brand wants to play in consumer’s life.”

What’s new

The new avatar extends to a 360-degree new communication, including in-stores, and packaging/ delivery boxes to bring an integrated experience to the consumer. The new vibrant packaging shows the brand’s intent to elevate unique moments and occasions as ‘a fam jam celebration’, ‘love at first slice’ or even the ‘matchday madness’ with the presence of pizza. The online ordering app has seen an overhaul, making customer experience and the ordering process seamless and easier.

Growth Strategy

Dine-in currently comprises of 37% of Domino’s India’s business. Same-store sales growth of dominos has declined significantly in FY23 from FY22 as shown in table and it will be focus of Domino’s growth strategy.

Food offering and Experience are two key criteria’s for dine-in

Anand says that while Domino’s doesn’t have any challenges on the first criteria – due to the quality of food and extensive menu, it was the ‘experience part which translated into actionable for the company. An elevated customer dine-in experience could be growth driver for dine-in revenues.

Media Strategy

Domino’s India has adopted a three-leg media strategy for driving the campaign.

• Digital: Heavily over-indexed on Digital vis-a-vis past campaigns and industry trends, which allows them for a sharper targeting of their TG. Their new anthem first broke on Digital before Television.
• Social & Influencers: It will play a big role in driving awareness and amplification of this campaign in connecting with GenZ.
• Impact: First for the QSR industry in India, they brought alive a 3D anamorphic billboards where elements of the new packaging were brought to life with a visual spectacle featuring larger-than-life representations of key IHOP moments.

In-Article Glossary: Same-store sales growth (SSSG) Consider a scenario where a QSR opened 100 stores in FY21, recording sales of Rs 1,000 crore. In FY22, with the addition of 50 new stores, total revenue surged to Rs 3,000 crore. The 100 older stores that were open for business in FY21 generated revenue of Rs 2,500 crore in FY22. Same-store sales growth (SSSG): SSSG helps determine whether the revenue increase is attributed to improved performance from existing stores or is primarily a result of contributions from the newly added stores. SSSG = (2500-1000)/ 1000 = 150%