Domino’s is almost as much a tech firm as a pizza company, and this ethos drilled down to its marketing strategy when the competition returned in force after lockdowns eased.

Why it matters

Following strong performance in the lockdowns and re-opening, Domino’s anchored its strategy in lifetime value, taking the opportunity to grow market share at a time of cutbacks.

What’s going on

“Honestly, right now, it’s a share game,” Chief Marketing Officer Sarah Barron told the recent MAD//Fest event, reflecting on the experience of the recession of 2008–09; back then, continuing customer acquisition became essential for when the economy...