US pizza chain Domino’s has announced plans to increase its marketing spend by around 40% over the second half of this year, as it aims to sharpen up its messaging and increase consumer spending.
The firm will look to move away from brand focused campaigns, such as its famous ‘Domin-Oh-Hoo-Hoo’s’ ads, and instead place a greater emphasis on price-based promotional activity – such as its ‘50% off when you spend £30 on pizza’ deal launched earlier this year.
Outgoing CEO, Dominic Paul has earmarked this year’s fourth quarter as the brand’s “biggest of the year” for marketing activity, calling the upcoming 2022 FIFA World Cup a “real opportunity” for the chain.
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Speaking to investors earlier today, Paul said “Our value proposition is strong and our message will be amplified in the second half with a significant increase of our marketing activity.”
Domino’s has also indicated a renewed focus on harnessing greater digitalisation to offer customers bespoke, personalised journeys by developing its e-commerce app and improving in-store consumer experiences.
The brand also revealed that it had grown its share of the UK takeaway market to 6.6% in the second quarter, up from 6% in the period in 2021. Total orders also grew by 2.1% over the first half of this year, with like-for-like sales rising by 2.4%.
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