Domino’s reaps rewards from slice of social

Domino’s earnings report (.pdf), “Driven to Deliver”, shows its ecommerce business grew by 61.4% in the first half of this year, and online orders accounted for one-third (32.7%) of delivered sales in the U.K., up from 26.2% in the same period last year.

Chief executive, Chris Moore, credits social media for the success, in particularly Facebook. The pizza firm has a well-used Facebook page with over 37,000 fans as well as many local franchise pages.

Marketers planning a foray into social media should observe how Domino’s interacts with its Facebook fans – their social media moderators are active and have a big presence among the fans on the Wall and are quick to act on complaints and compliments.

Earlier this year Domino’s added location-based social media site Foursquare to its online activity offering “mayors” free pizzas and others free side-dishes.

Moore is happy with the results garnered via social media. “All of these web-based activities offer a dual benefit of driving pizza sales online and building customer loyalty with this section of the community. We are delighted to see the results of this activity.”

As well as the social media aspect there is no doubt that the World Cup, inclement weather and a highly publicized, price-led, “2 for Tuesday” offer were also responsible for pushing up sales.