CASE STUDY: Domino's changes the norms of pizza delivery in Japan

Aim

The aim was simple: increase sales by giving the Domino’s Pizza brand greater distinction and giving people a clear reason to order Domino’s Pizza over other companies in the space.

Execution

The solution was just as simple as the aim.

Working with Hakuhodo, Domino’s used mobile technology to change the accepted parameters of pizza delivery. The company created a smartphone application enabling customers to take delivery of their pizza order in any location - not just a fixed address.

By using the phone’s GPS function, Domino’s staff were able to accept orders from and deliver to customers in locations such as the beach, a field, outside a temple or in the middle of a busy shopping district.

The application placed Domino’s top of mind among people wanting to enjoy a snack in the open air and effectively created a new fast food market.

Results

The initiative generated over US$2 million in sales, becoming the most downloaded application in the iTunes App Store in Japan and generating a large amount of interest across Twitter and blogs.