Domino’s using social channels to save ‘hundreds of thousands of dollars’ on testing

DominosSocial media is playing an increasingly influential role for pizza chain Domino’s with its chief marketer claimed it is saving the company hundreds of thousands of dollars in group consumer research.

Allan Collins said feedback on Twitter and Facebook was responsible for several key product decisions, with the rise of social “changing the way we interact with customers”.

No longer is there a need to conduct expensive consumer forums to gauge sentiment when thousands are providing feedback 24 hours a day through social channels, he said.

“Any business that isn’t listening through social platforms really is missing a huge opportunity. If over 12 million Australians are on Facebook that is over half our population and you are missing out on understanding how networks work and how people socialise,” Collins said.

“No longer do companies need to spend hundreds of thousands of dollars on group research sessions, when a large percentage of your customers are on social media and are giving you live feedback every hour or each day.

“Social media has changed the way we interact with customers, it isn’t a hard sell like other platforms. It is a way to get a conversation going with customers that you can’t do with banners or billboards.”

In April, Domino’s increased its social media presence to include round the clock monitoring across all platforms. It has 1m Facebook likes and 34,000 Twitter followers.

Collins said pressure from social media saw the return of its Square Puff Pastry Crust pizza.

Steve Jones


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.