How a brand health study reshaped tech and marketing at Domino’s

Brian Carruthers

A regular piece of qualitative research informed both significant tech developments and new marketing campaigns for Domino’s in Australia.

You might have heard the line that Domino’s is a tech company that sells pizza. It was originally coined by a journalist, but the brand liked it so much it started using it itself. And Domino’s pretty much dominated this end of the takeaway market for some years until food delivery apps muscled their way in.

Suddenly it found itself competing with the likes of Uber Eats and DoorDash. Users were comparing the experiences on different platforms and they weren’t always very complimentary about Domino’s.

This became evident during a piece of longitudinal qualitative research that Domino’s Pizza Enterprises, the...

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