Domino’s to invest £20m in digital adspend
Domino’s, one of the world’s leading QSR, has announced its plans to up marketing spend and invest around £20m in its digital acceleration over the next three years as it looks to create “sustainable growth” for the business.
Domino’s said 2021 was a “transformational” year, crediting its developments in digital and the launch of its ‘Domin-Oh-Hoo-Hoo’ campaign for order growth rising “ahead of expectations”.
The campaign, which was supported by increased marketing investment, was launched in May to coincide with the easing of lockdown restrictions and was followed by the brand’s first-ever Christmas ad.
It was the first campaign under the leadership of new CMO Sarah Barron, who joined from Costa Coffee in January 2021. Her appointment also saw Domino’s bring its digital team under the remit of marketing for the first time.
Domino’s described itself as a “truly digital-first business”, with 91.2% of sales made through digital channels in 2021. This was helped by the launch of its new app, which enables group ordering and better promotion of deals. The app alone accounted for 42% of system sales, a 2.2 percentage point increase on 2020.
To help drive its digital acceleration further, Domino’s has committed to investing around £20m over three years. As part of this it will be investing in personalisation and the development of its ecommerce app, as well as in-store innovation to enhance the customer experience and boost top-line growth.
It has also committed to increasing marketing investment to support new national campaigns and promotions, both of which have been made possible after coming to an agreement with franchisees.
The company said this resolution with franchisees will effectively re-set the relationship and “unlock significant latent potential”, as well as driving both short- and long-term growth.
Domino’s CEO Dominic Paul said the agreement will allow the company to embrace “a new era of collaboration, with the system working together more closely than ever before”.
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