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Domino's Emergency Pizza program allowed anyone who ordered Domino's online to receive an Emergency Pizza, a free pizza to use when you need it most, after joining Domino's Rewards.
The program helped contribute to a +2.8% same-store sales in Q4 of 2023 and garnered a reach of 2.68B, including organic features on The Late Show and SNL.
Because the idea centered around a free pizza when Americans needed a pick-me-up, Domino’s extended the program to anyone with Student Loan payments resuming by giving out an additional $1MM worth of Emergency Pizzas. This generated a second wave of coverage, bringing the total reach for the campaign to 2.68B.
Inflation, a recession on the rise, learning how to exist again in a post-covid world…Americans needed a pick-me-up. And Domino’s believes pizza is the most universal pick-me-up there is. That's why we gave anyone who placed a qualifying order an Emergency Pizza, a free pizza to use when they need it most.
For Domino's, the goal was to drive loyalty sign-ups and incremental sales. Emergency Pizza was able to do both by requiring a loyalty account to redeem the free pizza. And since their pizza was free, customers were inclined to add items to their order which equaled an incremental, profitable order.
422,904 QR scans on the Emergency Pizza box.
The Emergency Pizza landing page received 2.4 million visitors.
Organic features on The Late Show and SNL.
The Emergency Pizza program extended to give out $1MM worth of Emergency Pizzas to Americans that had to resume their student loan payments.
The Emergency Pizza for Student Loans landing page received 740,000 visitors in 16 days.
Inflation, a recession on the horizon, political division, figuring out how to celebrate and be positive again in a post-COVID world…Americans needed a pick-me-up. And Domino’s believes pizza is the best, most universal pick-me-up there is. That's why we decided to give anyone who placed a qualifying order an Emergency Pizza, a free pizza to use when they need it most. Whether they burnt dinner, had a bad day at work, stubbed their toe, or all three, they could break the glass in case of emergency to redeem their free pizza.
Domino’s also extended the program to help soften the blow to the 44 million Americans with Student Loan payments resuming by giving out an additional $1MM worth of Emergency Pizzas. In the Fall of 2023, Federal Student Loan payments resumed after three years of being paused due to COVID. Anyone who was feeling the pain of having to pay off their student loans again was eligible to apply on the Domino’s Emergency Pizzas For Student Loans site and get their free pizza.
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