Domino's likes bad weather

Domino's iPhone app

Bad weather? Market leader Domino's doesn't mind. The pizza delivery company's smart mobile and social media marketing moves are increasing turnover and reinforcing brand loyalty among key customer segments.

During a rainy and snowy 2012, Domino's UK turnover rose compared with 2011, as customers called or clicked for delivery rather than venturing out in person. 

Online orders now account for 56% of all Domino's UK pizza deliveries; of that percentage, 20% are mobile orders. The company is taking advantage of its mobile popularity by using QR codes in targeted promotions.

With nearly 770,000 Facebook likes, 1.4 million YouTube views and 88,000 Twitter followers, the company markets its range of products to an ever-growing social media audience.

On St Valentine's Day, for example, Domino's offered a special price for pizza, garlic bread, potato wedges and a movie streamed to a desktop computer, tablet or mobile. During December, it hosted a global pizza party with special discounts available through the Facebook page.

The company has also introduced a crowdsourced pizza topping, involving its customers in a new and active way.

What's next for Domino's?