Dominos Pizza: Meet the Do-minis

Dana Al-Kutoubi

This case study describes how pizza brand Domino's used social media and in-store marketing to launch its Do-minis variant to put pizza onto Iftar tables during Ramadan in Saudi Arabia.

Campaign details

Brand: Domino's PizzaBrand Owner: Domino's PizzaLead Agency: J. Walter ThompsonCountry: Saudi ArabiaIndustries: Restaurants & takeaways Media Channels: Packaging & design, Point-of-purchase, in-store, Social mediaBudget: No budget

Executive summary

Domino's Pizza in Saudi Arabia witnesses a yearly drop in sales during Ramadan, because during this month of family get-togethers, mothers opt for more traditional pastries to make their dining table richer.

Instead of competing with mum's cooking, we complemented it by introducing the "Do-minis", flavourful mini-pizzas with more variety than the average pastry. We offered the Do-minis as...

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