Domino’s says social media is working

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Popular student pizza brand Domino’s has attributed latest sales growth to its social media marketing work.

The firm announced a 29% sales jump this year and a huge increase in online pizza sales. A third of its pizzas are now sold through the internet.

In March this year Domino’s launched its ‘social affiliate’ programme. An easy-to-install widget allowed bloggers and Facebook users to sell their local pizza shop’s menu through their own websites. It received a decent pick up among student media sites keen to explore affiliate advertising and maximise their income. Domino’s instantly generated good brand exposure across many youth-orientated sites.

Writing in their report to shareholders, Driven to Deliver [pdf link], UK CEO Chris Moore says: “We have been increasing our online activity to grow this sector of our customer base. Our main Facebook site now has in excess of 36,000 fans and there are numerous fans of individual store sites too. In addition, we have led the way with social media initiatives such as affiliate marketing, our superfans programme and the development of a link up with Foursquare, the location-based social media site. 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.”