We're publishing our latest report on the pizza franchise industry in the very near future. There's an interesting chapter that explains the link between franchise success for pizza businesses and an innovative social media strategy. As the report states, no pizza franchise has mastered the art of social media like Domino's Pizza.
At the Association of National Advertisers' conference in New York recently, Dennis Maloney, an executive in Domino's advertising wing, recently discussed how the pizza franchise used social media to completely reinvent itself. We've blogged about Domino's masterful use of social media in the past, but it must be said just how radical of a reinvention it has been.
This went far beyond their actual pizza, which they changed as well. Domino's felt it needed to greatly alter the way it was perceived by the public at large. They maximized the internet's over-riding demand for transparency. They stopped photoshopping the look of their pizza. They started crowdsourcing their ingredients. And now, according to CEO J. Patrick Doyle, "For the entire year every national campaign has had a digital complement that extends it online."
For a franchise looking for its next boost, we recommend a long, thorough look at Domino's hugely successful social media strategy.