MI 201 Assignment 3 Student: YIHAO XIE
Domino’s Pizza
Social media makes significant impacts on the operations of businesses by streamlining public communications. Organizations wisely deploy social media to enhance their customer service experience. Domino’s Pizza Inc. is one of the top companies around the globe with significant social media presence. The fast-food chain integrates social media in its core outreach strategies to complement its operations. Undoubtedly, Social media provides a unique opportunity for companies to enhance competitiveness and strengthen brand value and bolster market dominance.
Domino’s Background
Domino’s Pizza is a leading pizza restaurant chain that specializes in pizza making and delivery. Founded in 1960 in Ypsilanti, Michigan, the company experienced rapid expansion across the US, increasing its number of stores to 16,100, including 10,000 stores located outside the US (Domino’s Pizza). The company’s mission is “to be number one”, and it is evident in its operations because the company sells over three million pizzas every day (Domino’s Pizza Par 1). Statistics indicate that the firm employs over 400,000 people around the world in addition to serving millions of customers per day (Domino’s Pizza). The company, therefore, continues to implement strategies, including exploiting technology, to bolster its position as a market leader in pizza distribution.
Domino’s Instagram Page
Social Media and Media Technologies
According to the company, it uses a software application known as ‘AnyWare to provide customers with over fifteen digital ways to make their orders. AnyWare enables Domino’s customers around the world to order pizza using any communication device (Domino’s Pizza par.1). Currently, over 65% of Domino’s sales in the US come from digital ordering channels while on the international market, the company generates 75% of the orders online (Domino’s Pizza par.2). Furthermore, the company has a dominant presence on social media on leading channels such as Facebook, Twitter, Instagram, and YouTube.
Domino’s Pizza Website
Social Media Profiles
Social media plays a pivotal role in the operations of Domino’s Pizza as indicated on its different social media channels. Facebook is the biggest social media platform for the company with 20,655,371 followers (Domino’s Pizza 2019). On Instagram, the company has 1.4 million followers while on Twitter, it has 1.29 million followers (Domino’s Pizza 2019). Furthermore, Domino’s Pizza has 175,249 subscribers on YouTube (Domino’s Pizza 2019).
Domino’s Pizza’s Facebook Page
Various menu items from the company ranging from different types of pizzas, appetizers, and drinks dominate Domino’s Pizza Facebook, Instagram, and Twitter pages indicating the aggressive campaigns that the company runs via the social media. Also, the majority of the videos on the company’s YouTube platform pass informative messages about Domino’s Pizza products and working environment.
Domino’s Pizza’s Twitter Page
To deliver unrivaled customer service experience, Domino’s uses social media, especially Twitter and Facebook, to connect directly to individual customers. Customers use these platforms to communicate with the company, either to express their dissatisfaction or different inquiries.
Mobile Applications
Domino’s Pizza runs a smartphone application that enables customers to make and track orders. The mobile application provides different services and information, including the menu offered by Domino’s, current promotions, and delivery tracking services for the customer (Domino’s Pizza 2019). In essence, the mobile application provides critical intelligence to the company and also enhances customer loyalty.
Domino’s Pizza Smartphone App
Blog Posts
Numerous privately-owned blogs located around the world also promote Domino’s Pizza products and services. Blogs such as Follow me to Eat La and International Drink Expo (IDE) regularly feature Domino’s products and services in some of their blog posts. For instance, in 2016, Follow me to Eat La wrote about the newly launched Puff Crust Pizza and Delectable Dessert to increase market awareness. The blogger, Lilly, incorporates images of the latest products and writes about the great tastes of the new products in addition to mentioning other products by Domino (Lilly par.2). IDE, on the other hand, reviews Domino’s high-tech solution known as “The Pizza Checker,” which helps to make perfect pizza through installed cameras that monitors Domino’s kitchens.
Tweets Mentioning Domino’s
Domino’s Pizza gets different mentions on Twitter, including client feedbacks and other comments. For instance, a Twitter user by the name Zan posted a picture of pizza delivered to her showing her excitement and satisfaction when she received her order.
Also, another Twitter user by the name Veasna posted a picture of pizza delivered to her to entice her followers to join her in enjoying the pizza.
Social Multi-Media Content
Domino’s Pizza uses its multimedia posts in the form of YouTube videos and pictures on Instagram to popularize its products. The Instagram posts are attractive and intended at convincing the customers to make an order. The following YouTube link shows a video by Domino’s Pizza that promotes its pizzas as the best in the market. https://www.youtube.com/watch?v=R-gFdAa_Oi0
Below are images of Lava Cakes posted on Domino’s Pizza Instagram page.
Conclusion
Domino’s Pizza continues to dominate on social media to make it more popular and entice more people to order from the company. Besides, the establishment uses artificial intelligence and smartphone applications to enhance service delivery and customer loyalty. However, it is critical for the company to employ qualified social media professionals to manage its social media spaces and get the most out of the social spaces.
Works Cited
“Domino’s Pizza (@dominos) | Twitter.” Twitter.Com, 2019, twitter.com/dominos.
“Domino’s Pizza.” Facebook.Com, 2019, web.facebook.com/Dominos/?_rdc=1&_rdr.
“Domino’s Pizza.” Instagram.Com, 2019, http://www.instagram.com/dominos/.
Domino’s Pizza. “Biz.Dominos.Com – Biz.Dominos.Com.” 2019, biz.dominos.com/web/public/welcome. Accessed 16 June 2019
Domino’s Pizza. “Points for Pies :30.” YouTube, 29 Jan. 2019, http://www.youtube.com/watch?v=R-gFdAa_Oi0. Accessed 16 June 2019
Lilly, Auntie. “Domino’s Pizza Launches ‘The Puffect Match’ New Puff Crust Pizza and Delectable Dessert.” Followmetoeatla Blogspot.Com, 14 November, 2016, followmetoeatla.blogspot.com/2016/11/dominos-pizza-launches-puffect-match-new-puff-crust-pizza-peanut-butter-chocolate-lava-cake-nov-14-2016.html. Accessed 16 June 2019
The International Drinks Expo. “The “Pizza-Checker”: Domino’s High-Tech Solution for the Perfect Pizza” 15 January 2019, http://www.internationaldrinkexpo.co.uk/news/blog.asp?blog_id=5406. Accessed 16 June 2019
