Case Study: Domino's Pizza achieves rapid SMS list growth and boosts pizza sales with EZ Texting

How a Domino’s Franchise Got Their Cost Per Acquisition Down to 15 Cents

Domino’s Pizza franchise at UNC–Charlotte needed a better way to reach 25,000 students and convert arena audiences into loyal customers. Traditional arena ads directing students to a Facebook URL weren’t working—students rarely took time during games to type in a web address—so the franchise aimed to grow its Facebook community and sell more pizza in a measurable way.

They switched to EZ Texting short-code campaigns shown at games: students texted 49ER to 313131 to receive a free-pizza offer and a link to join the Facebook group. The first game generated nearly 600 opt-ins (about 10% immediately, +5% later) and ~350 Facebook joins by morning; by semester’s end the group had ~2,000 fans and 850+ SMS subscribers. SMS blasts produced 20–25% coupon redemption (one blast to ~500 students drove ~125 orders), cost about $25 per send, and the $125 semester investment resulted in several hundred orders—results the franchise plans to scale.

Domino's Pizza

Ryan Swanson

Area Director