Domino's keeps faith in advertising despite "existential crisis" for restaurant industry

Stephen Whiteside

Domino’s, the restaurant chain, is continuing to invest in advertising despite the challenges facing its industry as a result of COVID-19.

Why it matters

The restaurant sector has been deeply impacted by the COVID-19 pandemic, as restrictions on stores are put in place and many consumers live under lockdowns. With revenues falling, the temptation can be to slash adspend, a short-term approach that can have negative impacts during and after a crisis.

Takeaways

  • As advertising budgets are under pressure across industries, those brands that continue spending can boost performance when it comes to areas like reach.
  • Tracking how consumer perceptions and priorities develop can help brands ensure their messaging is truly relevant to customers.
  • Learning to create ads at a far...

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