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Domino's Pizza ITV Syco

Domino's Pizza promises to increase local marketing spend

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By The Drum Team, Editorial

July 25, 2011 | 3 min read

In announcing pre-tax profits of 14.8%, growing to £20.1m, Domino’s Pizza has promised to continue to increase its investment in local marketing spend.

The company, which has already announced that it will be the main sponsor of Simon Cowell’s new gameshow ‘Red or Black?’ has said in announcing its annual figures that it will continue to support its franchisees.

“In a tougher economic climate, it would be easy for our franchisees to reduce their commitment to local store marketing – but the old adage of when the going gets tough, the tough get going is certainly true at Domino’s and our franchisees have seized this opportunity to boost their local marketing spend and gain local market share,” said the company.

“In addition, more and more stores are embracing social media on a local level too – enabling a closer relationship with their customers. Using Facebook and Twitter as well as posters in store to promote Foursquare and Facebook Deals offers, the stores provide valuable collateral to support national activity.

The continued use of short-term price-led tactical promotions keeps us in the customer repertoire and our recent sponsorship of Red or Black, the new ITV show that is set to be one of the TV events of 2011, will provide a major reminder of our presence at the start of the key autumn trading period,” it added.

The company said that the last 12 months has seen 22 new stores open across the UK, with one closure.

The online side of the business has been a heavy focus in recent years, although the last 12 months saw a decline in gro2th from 61.4% to 50.9%, although online sales have risen to £85m, from £56.9m in 2010. This meant that online sales accounted for 41.9% of UK sales.

Domino's Pizza ITV Syco

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