The Brief

"It's My Wonderful Pizza" (Wonderful Pizza!) is a special content site for creating an original pizza with the favorite size, crust, sauce and topping of your choice. You can even name your pizza and order it online. Furthermore, the original name will be archived and if it goes viral on SNS, other people can order it as well! We aimed to boost loyal fans and attract new customers. Domino’s made original pizza creation more entertaining and tried to differentiate from other competitors.

Describe how the promotion developed from concept to implementation

Freely create your own pizza with an original name. An iPad app was developed to make it easy to order original pizza. Furthermore, that pizza would be added to Domino’s Pizza official menu and could be ordered by anyone.

Describe the success of the promotion with both client and consumer including some quantifiable results

Some orders added up to as much as 6,000 yen in comparison to a regular menu L size with prices starting from 1,000 yen. With this new service, Domino’s sent shock waves through the Japanese pizza industry that had previously relied upon existing menus. A total of 1,220 original pizzas were delivered over a 7-week period and 1,529 orders were generated via the iPad app.

Explain why the method of promotion was most relevant to the product or service

Generally speaking, in the Japanese pizza delivery industry, customers order pizza directly from the menu. Ordering pizza is easy and convenient, but it lacks the fun aspect of going all out to create a favorite pizza and express your taste with originality without boundaries. Dominos created a one of a kind pizza order system with DJ guidance that combines sound bites for each topping. The entertaining order system became a hit amongst pizza fans of all ages!