Through Channel Marketing Automation

Domino’s Pizza

Reduced franchise spend, increased speed to market

Simplified corporate rebrand and name change

Challenge

Domino’s is the recognized world leader in pizza delivery, operating a network of both company-owned and franchise-owned stores around the world. With the approaching roll-out of their corporate re-brand and name change, Domino’s needed a solution that would support corporate branding efforts for its 350,000 franchised and corporate team-members throughout its 18,000 stores in more than 90 countries.

With partners around the world, Domino’s struggled to provide local stakeholders with the resources and know-how to take advantage of corporate brand value. In addition, there was a lack of visibility, system integration, and activity tracking across all levels of the company.

Solution

We began by evaluating both corporate and franchise-owned marketing initiatives and resources, with our findings leading the way, we then formulated an integrated Through Channel Marketing Solution. Our web-based software offered a scalable solution for locations around the world to deploy flexible, brand materials that meet the unique needs of local markets. 

Our software centralized a very complex single-point solution with the core features of selecting, creating, and customizing brand-compliant marketing materials that include local content, and digital asset management. Additionally, our web-based solution supported integrations at the corporate level including content approval, reporting, and purchasing process management. 

In conjunction with our TCMA solution, we executed production and fulfillment services of Domino’s branded point of sale collateral to further support franchise-owned locations with their rebranding efforts.

Results

What did an integrated Through Channel Marketing Solution do for the overall success of Domino’s Pizza?

  • By implementing brand compliant, flexible marketing communications, we were able to dramatically simplify the roll out of their 2012 corporate rebrand and name change, saving significant cost and decreasing the timeline for implementation.
  • We reduced the franchise spend, while increasing speed-to-market, and generating unique insights that allowed for developing for future brand initiatives.