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Maverick's Monday Morning Marketing Memo

From Dough to Snow: Domino's New Recipe for Winter Sales Success

by Maverick Steffen on 12/4/2023

In the relentless pursuit of market dominance, one must recognize and adapt to the obstacles that each season brings.

Domino’s Pizza, a leading player in the fast-food industry (Nationwide, 42 percent of sales among major pizza chains went to Domino's in Q4 2021), recently unveiled a revolutionary approach to tackling a significant winter challenge: ensuring seamless access for carryout customers during the harsh winter months. Their latest campaign, "Plowing for Pizza," is a brilliant example of turning a seasonal hurdle into a lucrative opportunity, and there's much to learn from their strategy.

Winter, with its snow and treacherous roads, poses a significant threat to businesses like Domino’s that rely heavily on carryout and delivery services. Recognizing this, Domino’s identified a critical pain point: the difficulty for customers to access their stores during heavy snowfall. This challenge not only impacts customer satisfaction but also potentially hampers winter revenue streams.

Domino’s answer to this problem is the "Plowing for Pizza" campaign.


By offering $500,000 in grants for snow plowing, they are directly investing in making their stores accessible, regardless of the weather. This strategic move not only enhances customer experience but also positions Domino’s as a proactive and customer-centric brand--even a blizzard can't come between you and your pizza craving from now on. 

The campaign involves consumers directly, inviting them to submit their zip codes to apply for a grant. This inclusion not only aids in targeted marketing but also fosters a sense of community involvement. The $25,000 grants to 20 cities, alongside winter hats, scarves, and other branded merchandise, further extend the campaign's reach and impact.

What makes this campaign exemplary is its dual focus on solving a practical problem while simultaneously reinforcing brand loyalty.

Key Takeaways:

    1. Identify Seasonal Challenges: Understand the unique challenges each season brings to your business and your customers.
    2. Innovate Solutions: Don't just adapt; innovate. Find creative ways to turn challenges into opportunities.
    3. Engage Your Customers: Involve your customers in the solution. It builds community and loyalty.
    4. Brand Beyond the Product: Show that your brand cares about more than just sales. Enhance the customer experience in every way possible.
    5. Consistency is Key: Consistent, innovative solutions build a brand's reputation over time.

Domino's "Plowing for Pizza" campaign is a masterclass in overcoming seasonal business hurdles. It demonstrates how understanding your customers' needs and creatively addressing them can not only solve immediate challenges but also significantly boost brand loyalty and market position. As The Marketing Consultant, I admire Domino’s approach and see it as a benchmark for others to follow.

In our pursuit of market dominance, let’s take a leaf out of Domino’s book and turn every challenge into an opportunity for growth and innovation.

To your success!


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