Domino’s Pizza Celebrates the Madness and Encourages Digital Customer Engagement

Domino’s has consistently been in the top echelon of pizza chains since the brand was relaunched several years ago, and the company is looking to continue that forward momentum with its newest promotion. The company is kicking its customer engagement efforts into overdrive with a huge limited time discount on all pizza.
 
For a limited time (until March 20), Domino’s is offering half-price pizza to any guest ordering online. The deal is a celebration of “Pi Day” on March 14 (Pi is abbreviated to 3.14), as well as the impending NCAA Tournament (affectionately known as March Madness) that kicks off in full force on March 17.
 
“Our favorite ‘pi’ is pizza pie, of course, and we wanted to give college basketball fans a special deal during the first week of the tournament games,” said Jenny Fouracre, Domino’s spokesperson. “Basketball fans can now enjoy their favorite pizza combinations at half off when they use Domino's digital ordering channels.”
 
In addition to celebrating the annual college basketball extravaganza, the Domino’s promotion is driven by a need to engage customers via digital platforms. Because the 50% discount is only available to online users, the brand is able to build on its already stellar digital presence. To receive the deal, customers need to order through the website or on the Domino’s app, available on iPad, iPhone, Android, Windows Phone 8, and Kindle Fire.
 
The NCAA Tournament has become a national phenomenon, with millions of Americans filling out brackets and competing against family, friends, and even co-workers. Pizza is a staple of this unofficial March tradition, and pizza chains everywhere are jockeying for position in being the food of choice for basketball watch parties nationwide. This leads to heavy deals and significantly increased sales for the brands. Domino’s sold 1.8 million pizzas during last year’s Final Four semifinals and championship game alone, and hope to eclipse that number during this year’s tournament.
 
Domino’s has made a strong push in its ordering options recently, allowing customers to order through innovative channels including Ford SYNC, Samsung Smart TV, and even on Twitter using a pizza emoji.
 
“While college basketball teams across the U.S. prepare and compete for a spot in the finals, Domino’s team members are preparing in their own way,” said Fouracre. “They’re putting on their game faces and gearing up for some busy delivery days.”

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