The packaging redesign is based on research showing that 96 percent of all Domino's UK pizza orders involve two pies. So the new packaging doesn't just echo the branding, it subtly communicates the two-for promotion.
Domino's UK's latest results show that nearly 8 in 10 pizzas are ordered via e-commerce--and half of those orders flow through the company's popular app. The brand is highly social, with 1 million Facebook likes, 262k Twitter followers and hundreds of thousands of views for each YouTube post. Clearly, Domino's knows its target market, and keeps its brand in front of the audience in different digital ways. The company also gets customers involved in its social responsibility and environmental activities (such as Pennies become pounds).
Outside the UK, Domino's has made headlines lately for its test of a delivery robot, not an April Fool's joke.
