DOMINO'S PIZZA
Experience
My experience on the Domino's Pizza account spans over 4 years, 2 agencies of record, and every imaginable medium, including television, radio, print, OOH, website and app, social, email, digital banners, photography and brand/corporate identity.
I began the Domino's chapter of my career on the national advertising team, managing fully integrated campaigns for delivery related innovations. By working mostly on ad campaigns related digital innovation, I quickly earned the role of managing all digital projects and products, which included UX and UI development for the national advertising campaigns, A/B testing, digital experience development for the Domino's App and Website and the Domino's Loyalty program. Once promoted to Account Supervisor, I maintained my role as manager of digital projects, while reassuming responsibilities on the national advertising campaigns that promoted them.
Key Learnings
Never lose sight of the people working on the end product or making the connection with your customers. While working on Domino's, especially on UX and UI for new delivery or pickup methods, the experience and ease of operation for the delivery person or franchisee was as important to the project as the customer experience. A one-dimensional, customer focused system could put a store's reputation, the product's quality, or even a driver's safety in jeopardy.
National Advertising/Campaign
Domino's Hotspots
In 2018, Domino's introduced "Domino's Hotspots" a new delivery service which allowed Domino's customers to have pizza delivered to over 200,000 new locations, no address needed. These new Hotspots included locations like dog parks, baseball fields, playgrounds, street corners and even beaches.
Involvement: TV, Radio, NY Times print, NY Stock Exchange OOH, App and Web UX/UI, Digital Banners and Email
Dinner Bell
Pizza was designed to be the perfectly shareable meal. No matter who you're with or where you're at, the soul purpose of pizza is to bring people together, and Domino's put that power in your hands with Domino's Dinner Bell. The Dinner Bell app extension allows you to preset a group of phone numbers that can be notified when it's time to unite for pizza night.
Involvement: TV, Radio, App and Web UX/UI, Digital Banners, Email
Delivery Insurance
What could be worse that realizing your Domino's order is wrong after it's already been delivered? Maybe failing to order Domino's at all, but that's on you. Point is, while Domino's strives for perfection every single time, they're not afraid to admit they get it wrong sometimes. If that's ever the case, Domino's Delivery Insurance is their guarantee that they will make it right.
Involvement: TV, Radio, App and Web UX/UI, Digital Banners, Email
Points for Pies
This campaign was as much a declaration of love for pizza by the Domino's community as it was an advertisement for their Loyalty program. For a limited time (12MM gifted Domino's Loyalty points), Domino's allowed you to take a picture of any pizza using a new extension of the Domino's App and submit it for loyalty points. The campaign generated thousands of new Loyalty members for Domino's and renewed the program eligibility of thousands more.
Involvement: TV, Radio, App and Web UX/UI, Digital Banners, Email
Carryout Tips
Domino's Carryout Tips promotion tipped carryout customers for being their own delivery driver, during a time when delivery drivers were overworked and struggling to meet demand. The campaign successfully shifted weight from delivery orders to carryout orders, relieving stores and rewarding customers in a way they never expected.
Involvement: TV, Radio, App and Web UX/UI, Digital Banners, Email
Digital Innovation
Who says we can't have it all?
Throughout my career on the Domino's account, I have managed and supervised teams to develop innovations in the delivery, carryout, operational and promotional spaces, led brainstorming sessions, and helped to write, design, present user experience, both digital and physical, web, app and in-store.
Hotter Pizza, ready faster, delivered more conveniently anywhere you are and with no mistakes. Over the last 15+ years, Domino's and its Advertising Agency partners, shifted focus from product porn to the spirit of innovation that brought the pizza chain to #1.
Domino's invented pizza delivery, the pizza box, the HeatWave warming bag, and the DXP, the ultimate pizza delivery vehicle. They've invented new order and delivery methods, new ways to gather your friends and family, and new business standards, loyalty initiatives, and internal operations systems.