“Digital Marketing Strategies of Domino`s & Pizza Hut”

In partial fulfilment of the requirement for the subject Electronic

Marketing

Submitted to Prof. Apeksha Champaneri

Submitted By:

Nirav Popat 202100620010045

Yash Atara 202100620010004
Jainy Gor 202100620010017
Yeshvi Sheth 202100620010268
Rumil Patel 202100620010044
Khushboo Bamaniya 202100620010108
Hasmita Hinglajiya 202100620010147

Marketing
Semester IV

Date of Submission : 30/01/2023

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 PREFACE

The purpose of this project report is to throw light on how the Digital Marketing Strategies
work. Here, we have studied two companies – Domino`s and Pizza Hut. Here we have studied
the presence of both companies on digital marketing platforms and the influencer marketing
used by the companies and also the campaigns running on digital platforms.

Also, we believe that through this kind of industry analysis we will get a better understanding of
analysing, implementing and executing management principles.

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 ACKNOWLEDGEMENT

We would like to extend our sincere thanks to all the individuals, organizations and online
sources without whose support and help, it would not have been possible to prepare the report

We are highly indebted to Prof. Apeksha Champaneri, professor of Electronic Marketing, GLS
University for giving us this opportunity to expand our knowledge through studying, analyzing
and preparing this report, which helped us in better understanding of the importance of
Marketing. Also, for their guidance and supervision that helped us in the completion of this
project.

Our thanks and appreciations towards our colleagues, online sources and people who have
willingly helped us out with their abilities directly or indirectly.

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 TABLE OF CONTENT

SR No. CHAPTERS PAGE NO.

Preface

Acknowledgement

1 Introduction to Domino`s 5

2 Digital Presence of Domino`s 8

3 Influencer Marketing of Domino’s 15

6 Campaigns of Domino`s 18

7 Introduction to Pizza Hut 23

8 Digital Presence of Pizza Hut 26

9 Influencer Marketing of Pizza Hut 34

10 Campaigns of Pizza Hut 36

11 Bibliography 40

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 CHAPTER:1 - INTRODUCTION TO DOMINO`S

Domino's is the largest pizza restaurant chain in the world based on global retail sales, with more
than 17,800 stores in over 90 markets. Founded in 1960, our roots are in convenient pizza delivery,
while a significant amount of their sales also come from carryout customers. Although they are a
highly-recognized global brand, they focus on serving the local neighbourhoods in which they live
and do business through their large network of franchise owners and Company owned stores.

On average, they sell more than 3 million pizzas each day throughout our global system. The
business model is straightforward: we handcraft and serve quality food at a competitive price, with
easy ordering access and efficient service which are aided by the technology innovations. Our dough
is generally made fresh and distributed to stores around the world by us and the franchisees.

Domino's generates revenues and earnings by charging royalties to its franchisees. Royalties are
ongoing percent-of-sales fees for use of the Domino's brand marks. The Company also generates
revenues and earnings by selling food, equipment and supplies to franchisees primarily in the U.S.
and Canada, and by operating a number of our own stores.

Franchisees profit by selling pizza and other complementary items to their local customers. In the
international markets, they generally grant geographical rights to the Domino's Pizza brand to master
franchisees. These master franchisees also profit by running pizza stores, and often by sub-
franchising and selling ingredients and equipment to those sub-franchisees. Everyone in the system

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can benefit, including the end consumer, who can feed their family Domino's menu items
conveniently and economically.

The business model can yield strong returns for the franchise owners and Company-owned stores. It
can also yield significant cash flow to us, through a consistent franchise royalty payment and supply
chain revenue stream and with moderate capital expenditures. Dominos have historically returned
cash to shareholders through dividend payments and share buybacks since becoming a publicly
traded company.

SCREENSHOT OF WEBSITE

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Domino’s Pizza Tagline & Logo

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 CHAPTER: 2 - DIGITAL PRESENCE OF DOMINOS

SEO AND SEM

Domino’s Pizza uses both organic and paid searches to increase its brand’s presence on search
engines. And the company is ahead of its times when it comes to marketing online. In terms of
search engine marketing, the company gained massive sales success using paid search.

It utilised smart ad bidding strategies on Google and took advantage of Google’s machine learning
algorithm. Both the SEO and SEM strategies of Domino’s aim at selling. When you visit the official
Indian website or of any countries, you will see their menu and two call-to-action buttons. You can
either order straight from the desktop or download the app.

The Indian website may not have high domain authority, but it has an organic reach of more than
4.2 million visitors per month. Check out these results as shown on Uber suggest. It ranks for
key
wor
ds

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such as ‘dominos phone number’ (33,100 search volume), ‘dominos customer service’ (12,100
search volume). These keywords rank on top of Google search.
With social media and digital marketing on the rise, various brands have opted for their

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  PRESENCE OF DOMINOS

1. ON INSTAGRAM:

Domino`s is present on Instagram with around 1.7 million followers on Instagram. It also has its
Instagram Shop.

#dominospizza:

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 2. ON FACEBOOK:

Domino`s is present on Facebook with various photos, it has its own Facebook shop and also
has a community.

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3. On Twitter:

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 4. ON YOUTUBE:

When Domino's saw that Aussies' attention was shifting to online video, it decided to launch its New Yorker Pizza
Range with a YouTube-led campaign.

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 CHAPTER: 3 – INFLUENCER MARKETING OF DOMINO’S

The target group was SEC A, aged between 18-35 years, who generally like to experiment with
their palate and seek convenience foods. The ‘30 minutes or free’ service had not been
leveraged by any pizza parlour in India. So, the agency thought of popularising this service by
roping in actor Paresh Rawal, who is known for his sense of comic timing, in the TVC. The aim
was to connect the brand with the average Indian by creating a greedy, money minded Gujarati
character.

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In addition, 2 per cent of the orders were deliberately delivered a couple of minutes late with the
compensation of a free pizza. This was done in order to create word-of-mouth publicity about
the service and also to make the consumers believe in the service.

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Much like his predecessor Paresh Rawal, the new Domino’s brand ambassador, Arshad Warsi, will
play a double act in the pizza chain’s new TVC, which will be launched this week. The TVC is
intended to introduce Domino’s new range of Chinese pizzas and, accordingly, Warsi will play a
Chinese and an Indian in the new TVC.

The company has allotted a marketing budget of Rs 6 crore for the new pizza range; the initiative
will comprise TV advertising, below-the-line activities and local store marketing initiatives.

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 CHAPTER: 4 – CAMPAIGNS OF DOMINO’S

1. #HaathBadhaoIndia #VaccineLagaoIndia, which urges everyone to come together and

get vaccinated for a better, brighter tomorrow:

Domino’s Pizza, India’s largest pizza chain, has launched its nationwide campaign,
#HaathBadhaoIndia #VaccineLagaoIndia, which urges everyone to come together and get
vaccinated for a better, brighter tomorrow.
Domino’s has always been synonymous with spending moments of togetherness with friends
and family. The premise of the campaign entails bringing people together by urging them to get
vaccinated early so that they can experience the joy of being close to their friends and family
again and relive their fun moments.
In the campaign, the brand is thanking people who have got vaccinated or plan to get vaccinated
by giving ₹ 400 off exclusively on the Domino’s App. Consumers have to click on the
respective tab on the Domino’s App to avail this. So far, 1.3 million consumers have committed
to the vaccination movement by clicking on the App.
This campaign is supported by a 360-degree multi-media approach. The brand has unveiled the
TVC, which is conceptualized by FCB India. Penned by renowned lyricist Swanand Kirkire,
and directed by Amit Roy of Love Aaj Kal fame, the TVC features a montage of visuals
showcasing the solidarity displayed by people across the country during the tough second wave

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of the pandemic. It is a testimony of their resilience in helping one another. Carrying forward
this message, the brand is thankful to those who have got vaccinated and urges others to get
their vaccine shot too.
The campaign is also supported by interesting digital activations which bring alive the future
that awaits us once we are all vaccinated. The brand has collaborated with renowned illustration
artists to capture the joy and happiness of the post-COVID world through 24 varied and
creatively outstanding illustrations. These illustrations not just inventively sketch the post-
pandemic world but they also bring to life the idea of a better and safer tomorrow.
Commenting on the campaign, Sandeep Anand, Chief Marketing Officer, Domino’s India, said,
“Domino’s brand ethos lies in enjoying the friends, family and fun moments. In line with this
thought, we wanted to highlight the importance of vaccination in enabling these moments. With
the #Haath Badhao India #Vaccine Lagao India campaign, we are celebrating those who have
taken the first step towards a better tomorrow by getting vaccinated, as well as inspiring others
to follow suit. Our aim to encourage and enable others to come together and get vaccinated so
that we can all move towards a happier and safer moments of togetherness.”
The TVC has gone live last week and is being leveraged across platforms, including digital, TV
and OOH.

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 2. #TheLastSlice the hero of the Friendship Day campaign:

The campaign #TheLastSlice by Domino’s captures how the last slice can help forge
relationships and bonds that can last a lifetime.

This Friendship Day Domino’s unveiled a campaign featuring #TheLastSlice – as it acts as the
catalyst for making new friends. Designed and conceptualized by Schbang, the campaign
features three influencers who friend three strangers as they debate who gets to eat the last slice
of the pizza.
This fun-filled social experiment campaign saw three pairs of strangers bond over a single slice
with conversations ranging from Bollywood to dialogues to TV shows. The campaign is Live
across multiple social media platforms, as part of the larger media plan.
The pairs included creators Farida Patel, Monika Choudhary and Nishika Khanna, paired with
influencers Aaron Koul, Abhinav Anand and Sainee Raj respectively. While one pair gets along
because of the common love for Bollywood, another pair pleasantly surprises the other with
lines from the same TV show. Each duo ultimately had a slice together, which marked the
beginning of a new friendship.

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Additionally, the brand struck up social media conversations with a contest on Instagram. Users
can tag the person with whom they want to share the Last Slice of Pizza on Friendship Day and
tell them why. The best entries are slated to win.
The last slice of a pizza is one of the most wrestled for things. It has to be earned. One needs to
often fight for it. With this campaign, the brand captures how the last slice can help forge
relationships and bonds that can last a lifetime. The Domino’s Friendship Day campaign makes
for a fun watch.
Link: https://youtu.be/Y6RaAiUYqgg

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 3. Domino’s unveils a fun campaign for its Cheesy Rewards Program:

The latest Domino’s campaign for their Cheesy Rewards Loyalty Program, is an answer to all
those DM’s and comments for ‘Free Pizza’.
Customers can enroll in the ‘Cheesy Rewards’ programme through the app or in-store, on every
sixth order post enrolment, customers will unlock a Free Pizza. As the customers place their
first order, they can sign up for the cheesy rewards programme on the app or in-store and they
then stand a chance to avail a free pizza after the sixth order.

The launch is supported by a 360-degree campaign which is live across multi-media channels,
including TV, print and digital. It will be further amplified on YouTube and social media
platforms like Facebook, Twitter, and Instagram.
As a part of the campaign, Domino’s released a snackable video where the protagonist is seen
going through the daily routine but finds excitement when he unlocks the free pizza. The video
manages to highlight glimpses of daily routine such as office, moments with family, birthday
celebrations, and much more. He enjoys going to Domino’s regularly because he knows that by
doing so, he will go one step closer to getting the free pizza. The video captures the joy
associated with food and attempts to convey the excitement of a free pizza in a crisp manner.

Domino’s has created a slate of social media content, around #FreePizza, driving home the
point that how they listen to their fans and followers. The brand collaborated with creators such
as BeYouNick, Tusharr Khair, RJ Abhinavv, and Bhavika Motwani who created funny and
relatable content around all things pizza.
Additionally, the brand struck up social media conversations with their peers through social
media banters that harp on the excitement and fun associated with the free pizza celebration.
Domino’s interacted in an engaging manner with brands such as Pharmeasy, Lenskart, Zepto,
boAt, Myntra and more. Prior to the release of the campaign, Domino’s created buzz around the
arrival of #FreePizza, generating intrigue around what’s going on.
Throughout the campaign, Domino’s focuses on the engagement and fun quotient, attracting the
right consumers. They also manage to reach a larger audience set through their brand banter
activity, while keeping the engagement quotient high.
Link: https://youtu.be/nWMFAM8K-dY

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 CHAPTER:5 – INTRODUCTION OF PIZZA HUT:

Pizza Hut began on May 31, 1958, by two brothers, Dan and Frank Carney, both Wichita
State students, as a single location in Wichita, Kansas. The now famous little brick building was
close to their childhood home and stomping grounds. The Carney brothers grew up in the
College Hill neighbor hood amongst many lifelong Wichita families where tree-lined streets
were filled with historical homes with a scenic park as their playground. Six months after their
launch, later they opened a second outlet and within a year they had six Pizza Hut restaurants.

One early employee was future Pro Football Hall of Fame head coach Bill Parcells, who had
worked for the company while a college student and football player at Wichita State University.
Parcells was considering a franchise for a career (as well as law school) but instead chose to
enter coaching, eventually becoming a head coach in the National Football League.

The brothers began franchising in 1959. The iconic Pizza Hut building style was designed in
1963 by Chicago architect George Lindstrom and was implemented in 1969.

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The first Pizza Hut opened on May 31, 1958, in Wichita, Kansas.
PepsiCo acquired Pizza Hut in November 1977. Twenty years later, Pizza Hut (alongside Taco
Bell and Kentucky Fried Chicken) were spun off by PepsiCo on May 30, 1997, and all three
restaurant chains became part of a new company named Tricon Global Restaurants, Inc. The
company assumed the name of Yum! Brands on May 22, 2002.
In August 1994, Pizza Hut and the Santa Cruz Operation (SCO) announced Pizzahut, a pilot
program in the Santa Cruz area that allowed consumers to use their own computer to order pizza
delivery from a local Pizza Hut restaurant, with connection being made over the Internet to a
central Pizza Hut server in Wichita, Kansas. The Pizzahut application software was developed
by SCO's Professional Services group. Pizzahut was based on the first commercially licensed
and bundled Internet operating system, SCO Global Access.
Before closing in 2015, the oldest continuously operating Pizza Hut was in Manhattan, Kansas,
in a shopping and tavern district known as Aggieville near Kansas State University. The first

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Pizza Hut restaurant east of the Mississippi River was opened in Athens, Ohio, in 1966 by
Lawrence Berberick and Gary Meyers.
The company announced a rebrand that began on November 19, 2014, in an effort to increase
sales, which had dropped in the previous two years. The menu was expanded to introduce
various items such as crust flavors and 11 new specialty pizzas. Work uniforms for employees
were also refreshed. In 2017, Pizza Hut was listed by UK-based company Richtopia at number
24 in the list of 200 Most Influential Brands in the World.
On June 25 and 27, 2019, it was reported that Pizza Hut was bringing back their logo and the
red roof design that was used from 1976 until 1999.
On August 7, 2019, Pizza Hut announced its intention to close about 500 of its 7,496 dine-in
restaurants in the US, by the middle of 2021.
On August 18, 2020, it was announced that Pizza Hut will be closing 300 restaurants after the
bankruptcy of NPC International, one of its franchise providers. A company representative
stated, "We have continued to work with NPC and its lenders to optimize NPC's Pizza Hut
restaurant footprint and strengthen the portfolio for the future, and today's joint agreement to
close up to 300 NPC Pizza Hut restaurants is an important step toward a healthier business."

Name Pizza Hut

Founded May 31, 1958; 64 years ago

Founders Dan Carney

Frank Carney

Headquarters Plano, Texas

Revenue US$1.091 billion

Key people Vipul Chawla

Website pizzahut.com

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CHAPTER: 6 - DIGITAL PRESENCE OF PIZZA HUT:

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On Instagram:

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On Facebook:

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ON TWITTER:

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ON LINKEDIN:

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 CHAPTER : 7 – INFLUENCER MARKETING OF PIZZA HUT

Pizza Hut has released a fresh new campaign, featuring actor Abhay Deol and his friends ' - a
gang of puppets . Made by Corcoise FIlms and directed by Vishwesh Krishnamoorthy- this is
the first time a puppet will be used in a TV commercial by any QSR brand in the country. This
campaign also marks the comeback of a celebrity endorsed TV campaign by the brand after a
hiatus of 8 years. With a series of at least four to five films that will play out across television
and social media over the next few quarters , the new campaign signals the next phase of
explosive growth for Pizza Hut in India .

The brand that sold its first slice in India in July , 1996 , and as pioneer of casual dining in the
country , and whose American Pan Pizza has won the hearts of millions of Indian customers
over the past two decades is in the midst of a transformation that is clearly reflected across its
stores , products and services . The campaign breaks with a set of two TV ads one on the

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recently launched pan pizzas range , the other is on WOW Everyday Value , by far the most
aggressive value proposition from the Pizza Hut .

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 CHAPTER : 8 – CAMPAIGNS OF PIZZA HUT:

1. ‘Dil Khol Ke Delivering,’ Pizza Hut aims to make its association with delivery even
stronger:

Pizza Hut unveiled its bold new brand platform called ‘Dil Khol Ke Delivering’ to let everyone
know that Pizza Hut doesn’t just deliver, it delivers ‘Dil Khol ke’. And what do they deliver?
Not just the best tasting pizzas in India, but also great value for money, warm and friendly
customer service, an easy, hassle-free ordering experience and the promise of ensuring ‘Trust in
Every Bite’. And all this would be delivered in every channel you access the brand through –
Dine in, Takeaway or Delivery. Pizza Hut has always been renowned for its dine-in experience.
Moreover, they have witnessed consistent growth in delivery, which as of now, is contributing
to more than 60% in sales. Despite this shift, consumers continue to perceive Pizza Hut as a
restaurant chain, which the brand now seeks to change with ‘Dil Khol Ke Delivering’, to make
its association with delivery even stronger. Pizza Hut has roped in popular actor and comedian

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Anuradha Menon as its magnetic ambassador, to bring the ‘Dil Khol Ke Delivering’ message
alive through a cheeky yet confident marketing campaign that positions Pizza Hut as a brand
with a new story to tell, in delivery and beyond. This makes Pizza Hut one of the first few QSR
chains in India to use a female ambassador as the face of the brand.
With ‘Dil Khol Ke Delivering’, Pizza Hut aims to set new benchmarks and elevate the overall
pizza experience in India. That means consumers will always get ‘Dil satisfying’ delicious,
restaurant quality pizzas that can satiate even the most discerning Indian taste buds. It makes the
brand accessible to every pizza lover, anywhere, anytime at Pocket satisfying value which starts
at a price of just Rs. 129, and facilitates further savings through limited time offers and coupon
deals on Pizza Hut’s owned ordering platforms. ‘Dil Khol Ke Delivering’ also stands for an
easy, hassle-free customer experience of ordering through Pizza Hut’s seamless and intuitive
digital platforms like the mobile-app, m-site and website, which have an easy-to-use interface
and facilitate faster checkouts. All of this blanketed in the signature warm and friendly Pizza
Hut service that makes every interaction with the brand memorable. The brand’s heartening
guarantee of ‘Trust in Every Bite’ through safe and hygienic practices also ensures that the food
is made right and delivered in a perfect condition.
Talking about the new brand platform, Merrill Pereyra, Managing Director, Pizza Hut India
Subcontinent said, “We truly believe in taking the ‘Dil Khol Ke Delivering’ promise to every
customer touchpoint. In every interaction with the brand, whether it is in store, through home
delivery or even on social media, we want to make sure they feel they have been treated to a
truly ‘Dil Khol Ke’ experience. It is also my pleasure to welcome Anuradha on board as our
magnetic ambassador, whose spontaneity and tremendous acting abilities make her a delight to
watch. As a much-loved brand in India, I’m excited to see how consumers react to not just our
upcoming ‘Dil Khol Ke Delivering’ campaign but also this new platform the brand is pivoting
to.”
Pizza Hut has been consistently investing in technology to make its digital ordering platforms
fast, easy and intuitive. The brand’s owned delivery channels also offer several additional
benefits like great value deals and coupon codes which are not available on any other platform,
and delivery service by Pizza Hut riders who ensure that the last leg of the delivery experience
is hassle-free, contactless, and truly ‘Dil Satisfying’. This has resulted in Pizza Hut’s owned
delivery platforms outperforming food aggregators on big important days like New Year’s and

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Republic Day, as well as ratings of the Pizza Hut app leapfrogging on Android and iOS app
stores to more than 4.5. The brand is also committed to sustainable growth and uses only eco-
friendly and recyclable packaging material, sans any single use plastic items.

2. ‘Shut Up and Take My Money’ campaign aims to promote its new Flavour Fun range:

The pizza range and the campaign are targeted at Gen Z, especially the college goers and early
jobbers. Aligned with its objective of becoming a younger and everyday brand, Pizza Hut has
launched a massive 360-degree campaign across India, to promote its launch of the year - a new
range of 12 delectable Flavour Fun pizzas.
The campaign includes a series of fun digital films featuring Pizza Hut’s ambassador Anuradha
Menon and a quirky ‘Shut Up and Take My Money’ tagline to highlight the sheer affordability
and variety of the new range, which will be available at all 700+ Pizza Hut stores in India,
across dine-in, delivery and takeaway.
Conceptualized by Creative land Asia, the digital films open with Menon talking about the new
Flavour Fun pizzas available in five craveable sauces at just Rs 79, in her trademark cheeky
style.
This is followed by different amusing situations, such as Menon asking ‘yeh sunke aadha litre
petrol dalwane waale kya kahenge’ and cutting to a shot of performers doing the super fun ‘Shut
Up and Take My Money’ dance hook step in a petrol pump setting.
The films end with her voiceover saying that Flavour Fun Pizzas are available in delicious
Schezwan, Tandoori, Italian, Cheesy and Classic sauce flavours starting at just Rs 79. The
visuals then cut to the free Pepsi on Box of 4 pizzas combo offer and invites customers to order
now from Pizza Hut’s mobile app, website, or the nearest restaurant for a great dine-in
experience.
Neha, Chief Marketing Officer, Pizza Hut India, said, “I am tremendously excited about the
launch of our bold new layer – Flavour Fun, a delectable range of pizzas at a never before price
point from the brand. Given our focus on being a Younger and Everyday pizza brand in India,
creating access points for our young audience is extremely important to us. With this layer, we
offer ‘more for less’ so consumers can enjoy their favorite pizza brand as often as they like with
enough variety to keep them coming for more. And of course, we want our customers to enjoy

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our ads as much as they enjoy our pizzas! Apart from the cheeky storyline, the catchy ‘Shut Up
and Take My money’ tagline is meant to tease consumers into taking an action. Entertaining and
engaging our young audience is critical, which is where the catchy hook step and music come
in. The Flavour Fun range and campaign is just the start of our exciting journey to become
younger and every day.”
Pizza Hut’s 360-degree marketing campaign is spread across digital and social media platforms,
mobile apps, OTT video and audio platforms, PR and influencer outreach, OOH and on-ground
activation in youth centric locations like colleges, coaching centers, co-working and co-living
spaces, in-store branding, radio and print.
The plan includes innovative collaborations with its partner brand, Pepsi, as well as aggressive
promotions on Zomato and Swiggy.
“When Pizza Hut wanted to announce a wide range of flavourful, crave-able pizzas starting at
extremely pocket-friendly prices for a newer, younger audience we thought it would be apt to
do it with a tinge of irreverence. “Shut Up And Take My Money” – it’s a bold new way forward
in the Pizza Hut brand world, but perfect for a generation that’s upending age-old practices and
habits, every day,” said Sajan Raj Kurup – Chairman and Founder, Creativeland Asia

Link: https://youtu.be/D5kBea9EpZk
https://youtu.be/3tSTttIVyeY

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 CHAPTER : 9 - BIBLIOGRAPHY:

https://www.adgully.com/domino-s-pizza-s-new-campaign-urges-consumers-to-get-vaccinated-
105993.html
https://www.socialsamosa.com/2022/08/dominos-makes-thelastslice-the-hero-of-the-friendship-
day-campaign/
https://www.socialsamosa.com/2022/07/dominos-unveils-fun-campaign-cheesy-rewards-
program/
https://youtu.be/34uqCfkpfmU
https://youtu.be/mnxwuFM_6AE
https://youtu.be/Y6RaAiUYqgg
https://bestmediainfo.com/2022/09/pizza-hut-s-shut-up-and-take-my-money-campaign-aims-to-
promote-its-new-flavour-fun-
range#:~:text=Shut%20Up%20And%20Take%20My%20Money%E2%80%9D%20%E2%80%
93%20it's%20a%20bold%20new,%E2%82%B9%2079*%20%7C%20Pizza%20Hut%20India
https://www.exchange4media.com/marketing-news/pizza-hut-launches-marketing-campaign-
with-actor-comedian-anuradha-menon-116321.html
https://youtu.be/D5kBea9EpZk
https://youtu.be/3tSTttIVyeY

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