Executive Summary

A year and a half ago we launched the new Domino's brand platform, The Official Food of Everything. Being the best-placed pizza brand and all, we would lay claim to pretty much every event, moment, or thing the world has to offer. Officially.

We've been the Official Food of Recovery on New Year's Day, of Squads (generally), and even of VAR (yes, video assistant referee!).

But in 2018, we faced a new challenge. How would we maintain momentum under our new brand platform, and bounce back from January: a new-year, new-you, leafy-green month that just isn't conducive to selling pizza?

February would be a business-critical month, but just what would we crown ourselves the Official Food of? We thought about big moments in February, and we thought about Valentine's Day, and we thought: isn't it sad that most Valentine's Day narratives cater to two, not one.

And then we found one killer stat that would lead to a change in direction, resulting in a 10% YoY increase in sales and a chat-bot named Dom Juan.