Social Media Pizza War: Dominos vs.

Pizza Hut
In the fight for market share, the top pizza brands have launched a social media blitz attempting to capture audience and deepen customer engagement. But, who will be king? Track Social has analyzed pizza brands across hundreds of social media metrics. We found two brands significantly dominate the competition and are locked in a heated battle for the top spot. This can only mean one thing: Social Media Pizza War! The Rules: The competition has come down to the two pizza powerhouses: Dominos Pizza and Pizza Hut. They will go head-to-head in four rounds based on the Track Socials Pillars of Social Media Audience, Presence, Engagement and Buzz. May the best brand win! Round 1: Audience Audience measures the total number of relationships a brand has formed with consumers through LIKES and FOLLOWS. New Likes Per Day on Facebook Page 4,936 2,388 New Twitter Followers per Day 94 142

Total Audience Dominos Pizza Hut 6.8 million 7.5 million

Winner: Pizza Hut With an overall greater number of total relationships across Facebook, Twitter, LinkedIn and YouTube, this first round goes to Pizza Hut. While these are impressive numbers, even for a national brand, Pizza Huts number one spot might not hold for long given Dominos ability to generate more new Likes per day. In fact, some recent promotions have helped boost numbers for Dominos. A recent giveaway of 80,000 new Artisan Pizzasfor Facebook Fans (first in mid April and again in early May) resulted in two significant bumps for Dominos Facebook audience including a gain of over 200,000 new fans between April 11 th and April 14th. Round 2: Presence

Presence measures a brands visibility online, how well established, complete, and active it is on social media platforms. Facebook Posts Per Day Dominos Pizza Hut Winner: Dominos Dominos claims the prize for Presence by establishing a dynamic and multi -faceted online footprint. For example, Dominos makes good use of Facebook Tabs, creating special apps designed to engage consumers in different ways. Heres a couple of our favorites: Play Today is a pizza topping themed twist on the 80s classic matching game Puzzle Bobble. Each time a player wins level 4, Pizza Hut donates to St. Judes Childrens Research Hospitals. Finally a time waster thats actually good for the world. Ideas Welcome is an innovative app designed to solicit ideas for product and service improvements from Dominos own Facebook Fans. Using a crowd sourcing model, Dominos allows users to vote on their favorite submissions, elevating those ideas the online community felt had merit and giving consumers the opportunity to interact with Dominos in a positive and possibly profitable way. One of the top vote getters (and one of our favorites) suggested giving players of the popular video game Grand Theft Auto the ability to drive (in the game) to a virtual Dominos Pizza and place an order (in the game) for a real pizza delivery so players wouldnt have to leave their game to order food. Well look for that innovation in the next version of the game! And one app we expect to see in the future? A Facebook Online Ordering App Dominos is already testing in Australia. Soon enough, well be able to order dinner without missing a single status update! Round 3: Engagement Engagement is about how successful a brands social media interactions are with consumers. When a brand posts or Tweets, do fans respond with comments, likes, and Retweets? Comments Per Day Per Post Dominos Pizza Hut Winner: Pizza Hut 66 195 Likes Per Day Per Post 758 1794 2.0 1.2

Facebook Tabs 10 8

Tweets Per Day 12.7 28.7

With more users responding to each Facebook Post than Dominos, Pizza Hut is getting more bang for its engagement buck. They consistently deliver clever, fun and creative posts that encourage users to hit the Like button or share them with their friends. As a rule, when it comes to inline posts, short and simple is better but we did like this rather complicated flow chart highlighting the dilemma of who gets the last slice. Were also fans of Pizza Huts series of cartoon characters (launched on April 23rd) called the Cheesy Bites Gang. In this creative effort to publicize their new Cheesy Bites Pizza, personified cheesy bites star in a series of humorous and even cheeky posts that have been generating some impressive numbers of likes, shares, and comments. Though its interesting to note that video posts of real life cheesy bites (an actor in a cheesy bites mascot costume performing goofy stunts) have faired less well. Engagement can also be about more than clever posts, cool apps or fun promos. It can also exhibit how well a brand uses technology to reach out to consumers to respond to a PR debacle. Which is why we have to give credit to Dominos for creatively employing social media to respond to a damaging (and false) rumor that they were a financial supporter of the Rush Limbaugh Show during the notorious Sandra Fluke controversy. Using individual Tweets, emails and phone calls, Dominos employees reached out to over3,500 people who had complained to the company about Dominos alleged sponsorship. Sometimes staying engaged means interacting with consumers at the micro level. Round 4: Buzz Buzz is a measure of how much people are talking with, at, and about a brand in the Social Media Universe. User Comments Per Day on Facebook Dominos Pizza Hut Winner: Dominos When it comes to Buzz, Dominos takes the lead, exceeding Pizza Hut in both Facebook User Comments Per Day and Twitter Mentions Per Day. In many ways, a brands Buzz score reflects the cumulative result of a brands success (or failure) in the other three categories. How much other people are talking about your brand is a measure of your online relevance and a verdict on how well your overall strategy is working. And the winner isDominos! Although it was a close call, Dominos got the higher Overall Performance ranking on our Track Social Leaderboard because of a better performance across the board in 185 67 Mentions Per Day On Twitter 722 537

Twitter Lists 1,806 2,247

individualmetrics. Both brands deserve recognition for their success in harnessing social media to build and engage active online audiences. Were sure this rivalry will see many more twists and turns.

http://tracksocial.com/blog/2012/05/social-media-pizza-war-dominos-vs-pizza-hut/

Ever once, did you noticed some difference b/w these two companies.

First of all, Dominos is a Junk food plaza and pizza hut is more stressing over a restaurant. Dominos is cheaper than Pizza Hut. But guys the real difference came here, real difference in taste is there. Dominos is more towards crispier but pizza hut creates the ultimate softness with soft n hot cheese in there pizza. One can go to dominos every weekend either with their friends or family. But guys one can only go to Pizza hut once in a month. Pizza hut is really cheerful place for fun with family. Dominos is always open for a couple or for friends. Pizza hut is somehow royal, they think customer should come to them at their own.

http://www.sanjeevinsan.com/2010/11/pizza-hut-vs-dominos.html

Yum Brands Pizza Hut Focus in India

In 2011, Yum! Brands created a separate autonomous subsidiary called Yum! Restaurants India for its India operations. The groups top management team views its current stage of development in India as being similar to that in China 15 years ago. Pizza Hut currently has 40%(+) market share in Chinas pizza market. Pizza Hut Delivery (PHD) was introduced as a separate brand in the Middle-Eastern markets in 2006 and introduced in India in 2008. In 2011, the group has also started the process of segregating operations/resources at both the franchisee level as well as at the store level forPH Pizza Hut as its dine-in restaurants and PHD as the home delivery chain. Store Expansion in India: Pizza Hut plans to increase the store count of PHD to 300 by 2015 from 35 in

June 2011 and Pizza Huts dine-in restaurants are targeted to increase from 131 currently to 250 by 2015 taking the combined store count of PH and PHD to 550 in India by 2015. Competitor Dominos is not too far behind and has already said that they will expand in the same manner and have set a target of 750 stores by 2015. Financials of Yum! in India Pizza Hut in India currently generates around Rs 4bn of revenues annually. They aim to generate over US$100mn (`5bn) in annual sales only from the home delivery format by 2015. Yum! Brands Pizza Hut and Pizza Hut Delivery expansion plans in India form a part of a US$100m capex plan. This includes the expansion of its KFC and Taco Bell outlets as well. Yum! Brands decision to fund the capex for expanding their brands in India through their own resources, rather than using franchisees balance sheets, suggests that Yum!s management team is serious about India. Pizza Hut is currently present in around 43 cities across India with the top 10 cities contributing to around 70% of its total store count. That said the going will not be easy with the entry of Pizza Express 50:50 JV with Bharti Family. Stores expected to be launched in 2012 in Delhi and Mumbai. Others who are speculated to fight for the slice of Pizza market in India are Pizzeria Uno, Donatos, Famous Famiglia, Little Caesars, Roun d Table Pizza and Tele Pizza. Stay tuned for more coverage on the Slice For Indian Pizza Market.

http://www.retailmantra.com/yum-brands-pizza-hut-focus-in-india/ http://www.indiatribune.com/index.php?option=com_content&view=article&id=9544:fastest-growingmarket-for-dominos&catid=123:business&Itemid=489 http://www.pizzanews.co.uk/dominos-pizza-plans-to-double-its-number-of-branches-in-india-122800/

Clifford, S. (2009). Video prank at Dominos taints brand. Retrieved January 25, 2010, from http://www.nytimes.com/2009/04/16/business/media/16dominos.html Kotler, P. & Armstrong, G. (2008). Principals of marketing. Pearson Prentice Hall. Upper Saddle River, New Jersey. Laukens, D. (2010). The history of Dominos Pizza. Retrieved January 23, 2010, from http://www.recipepizza.com/the_history_of_dominos_pizza.htm Miranda, E. (2009). Internet marketing Franchises: Dominos Pizza. Retrieved January 23, 2010, fromhttp://www.wsicorporate.com/article/Franchises_dominos_pizza