Domino’s looks upmarket to boost share

Domino’s is seeking to widen its appeal by targeting wealthier consumers as it looks to build on recent sales gains.

The UK’s biggest pizza delivery chain by number of outlets is looking to attract custom from socio-economic bands that might not traditionally use pizza delivery services, says marketing director Simon Wallis.

Wallis, who joined Domino’s from rival Papa John’s earlier this year, says he will focus Domino’s marketing strategy on three things/ “broadening the church” of Domino’s custom, increasing the number of meal occasions associated with the brand and developing its digital strategy.

“We need to get more people to appreciate and love the brand but we need to change mindsets and that doesn’t happen overnight,” he says.

Domino’s, which experiences 80% of its custom at dinnertime, is also adapting its media strategy to push into the lunchtime market and is also exploring breakfast and late-night opportunities.

Domino’s is launching a takeover of YouTube on Friday September 3, alongside an above-the-line campaign to push its recently launched lunchtime menu.

Domino’s is also set to boost digital activity with the launch of iPhone and iPad apps.

The company recently reported a 13.7% rise in like-for-like sales for the first-half of the year. The chain also opened more than 50 outlets during the period. Correction In the August 26 edition, we mistakenly published a headline which stated that the Court of Appeal had upheld a claim of malicious falsehood against Asda. This was not the case, and we apologise unreservedly to Asda. In fact, the Court decided only that the claimant, Ajinomoto, may continue to pursue its claim.


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