Foursquare Pays off for Dominos Pizza

Domino’s Pizza UK financial earnings has reported an increased pre-tax profit of nearly 29%. The rise in online orders that accounts for 32.7% of all sales is attributed to social media initiatives and Foursquare promotions, according to the company.

Highlighting its e-commerce business as the prominent performer, Chris Moore, chief executive of Domino’s Pizza said “Our main Facebook site now has in excess of 36,000 fans … In addition, we have led the way with social media initiatives such as affiliate marketing, our superfans programme and the development of a link up with Foursquare.”

After hooking up with Foursquare in May this year Domino’s Pizza has been offering free pizzas, side dishes and discounts to regular Foursquare users visiting their restaurants. Initially conducted in select locations the promotional social app proved so successful for the giant pizza retailer that they pushed it nationwide.

Domino’s Pizza which is celebrating 25 years of business currently has 627 stores in the UK, 19 of which opened before 27th June this year. According to Brand Republic ‘The takeaway company reported a like-for-like sales increase in 553 stores by 13.7% in the 26-week period’ whilst its e-commerce unit grew by 61.4%.

Although we can’t be sure of the exact contribution Foursquare and the other social media initiatives had towards Domino’s financial gains, combine this with other successful social media promotions such as Starbucks’ success in driving one million customers to its stores in one day and one thing we can be certain of is that social media efforts in business are proving more apparent and really paying off.

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