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Domino's Pizza marketing explained
13 Aug 2009

Domino's Pizza is always looking for innovative ways to reach customers and make it easy for them to order its products, according to the marketing director of the firm Robin Auld.

In an interview with Noelle McElhatton from marketingdirectmag.co.uk, which was published on Brand Republic's website, the pizza boss said that the most powerful acquisition channel for the company is search marketing online.

"We do pay-per-click and also search engine optimisation as well," Mr Auld explained. "People go to Google and search for pizza so it's important that Domino's is up there."

Describing some of the organisation's other practices, the marketing director said that most of the advertising is produced in Milton Keynes, such as direct mail, TV and door-dropped menus.

Meanwhile, he added that franchisees produce their own marketing with guidance from staff at Domino's, who act as consultants.

Another marketing method used by the group is provided by sQuidcard - customers can use this smart card technology to pay for products at Domino's Pizza in Bolton. It is also possible to buy the card and top it up at the Derby Street outlet.