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What is America’s favorite pizza brand?
Well, according to the 2015 Brand Keys Customer Loyalty Engagement Index, the answer to that burning question is Domino’s.
Brand Keys’ 2015 Customer Loyalty Engagement Index involved 64 categories and 540 total brands. The New York-based brand and customer loyalty and engagement consultancy interviewed 36,605 people throughout nine different Census regions in the U.S. and, for the first time, Canada.
Tim McIntyre, Vice President, Communications at Domino’s, talked to Loyalty360 about earning this prestigious honor.
What does this recognition mean to Domino’s?
It means a great deal to us, especially because Brand Keys is talking to our customers, and they’re giving us the credit for innovation and engagement.
What to you attribute this recognition to? Listening to your customers?
Absolutely. We don’t innovate purely for the sake of innovation–we always think about how an innovation we come up with will benefit our customers. We revamped our 50-year-old recipe because we were listening. We expanded our menu for the same reason. All of our publicly-facing technology innovations (from Pizza Tracker to our voice app, Dom) are designed to provide some level of benefit to our customers.
What does customer loyalty mean to Domino’s and has this definition changed or evolved in recent years?
No business can survive, let alone thrive, without loyal customers who come back again and again. The concept of customer loyalty has evolved in recent years to the extent that we’re trying to reduce the time between visits: We want our loyal customers to come back to us more often, and more frequently. If we can consistently provide them with the most convenient ways to order and then back it up with great service and delicious food, we’ll continue to be successful.
At Domino’s, what are you most proud of?
None of our success would be possible without the talents and hard work of our independent franchise owners and the thousands of store managers and team members who make it all happen, every day, in more than 11,000 stores around the world. It’s one thing to have attention-getting marketing and cool technology, but if you can’t deliver on your promise, it’s all moot. The team members in our stores are what we continue to be proud of.
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