Domino’s has delivered a strong sales performance over the first half of 2021, “boosted” by the brand’s Euros 2020 marketing campaign.
According to the business, the England vs Scotland match was Domino’s highest recorded trading day this calendar year. England’s extended involvement in the competition, with the squad making it through to the final, has also been credited in driving order growth.
The ‘Domin-Oh-Hoo-Hoo’ campaign targeted families and friends reuniting post-lockdown and during the tournament, with activity across radio, TV, social, digital, video, and outdoor.
It’s the first major campaign to come out of Domino’s recently restructured marketing team. In January, the business merged its marketing and digital teams for the first time, under the leadership of former Costa Coffee CMO Sarah Barron.
Overall, Domino’s recorded sales of £752.3m across the UK and Ireland during the first six months of the year, up 19.3% on a like-for-like basis. Statutory profit after tax more than doubled year-on-year to £41.3m.
Speaking on an investor webcast today (3 August), CEO Dominic Paul said the “supercharged” campaign saw a “significant shift to high performing digital channels”.
“Early data suggests that we’ve driven awareness and consideration, and we have seen a significant rise in brand perception since the campaign went live,” he added.
Paul also claimed that the brand’s value for money scores had improved over the first six months of the year, while it has maintained its customer satisfaction score of 69% and its net promoter score (NPS) of 56.
While admitting that Domino’s will face more competition as the hospitality trade reopens amid easing lockdown restrictions, Paul remains adamant that the business’ performance will not drop off.
“We believe the strength of our brand and our continued investment in developing our offer will enable the delivery business to maintain its performance,” he said.
After investing in its data and insights team earlier this year to build capabilities in CRM, personalization, and test and learn programs, Domino’s claims to have further “accelerated” its data and digital program.
The business has begun work to replace its online platform and has made “material progress” in upgrading its CRM platform to drive improved marketing effectiveness.
As part of that progress, Domino’s has implemented an “omnichannel” customer engagement platform, Braze, to enable a “step change” in the personalization and automation of its CRM activity.
“This allows us to harness the value in our customer data and send marketing communications relevant to customers’ purchase history at a time and in a channel they are most likely to engage with,” Paul claimed.
Paul also highlighted the launch of Domino’s new ordering app at the end of April as having improved the customer experience, as well as the early progress made in rolling out the business’ new in-car collection channel.
“We’ll continue to be relentless in our approach to improve the customer experience with several new initiatives to come in the second half,” he said.