Case Study: Domino’s Pizza achieves record online sales and 542,000 ordering clicks with Facebook

Rewarding customers with more dough

Domino’s Pizza, founded in 1960 and a global leader in pizza delivery, wanted to celebrate its 51st birthday by uniting and rewarding its 5‑million-plus Facebook fans while driving sales for locally owned franchise stores across the U.S. and 19 international markets. The challenge was to boost loyalty, increase online orders and run a coordinated global promotion that would send customers to local ordering sites.

Using Facebook Pages, Page Publishing, Ads and Apps, Domino’s promoted a half‑off online offer on “Global Domino’s Day” with a countdown clock, RSVP ads and on‑day ads that drove people to order from local pages and encouraged social sharing. The campaign delivered a record week for U.S. online sales and orders, 542,000 click‑throughs to local ordering sites, record new Likes in markets such as the UK and Canada, and a 30% increase in UK sales on the day.

Domino's Pizza

Curt Bonn

Precision Marketing Specialist