Here’s how Domino’s Pizza leveraged ‘Contactless Delivery’ to boost purchase intent

The ongoing COVID-19 pandemic, besides being one of the worst health crises faced by the world, is gradually changing the way we lead our daily lives. Social distancing has also led to significant changes in consumer behaviour, what with people staying home and avoiding contact with the world outside. The restaurant industry is at the forefront of innovation in these critical times, finding new ways to reassure consumers on safety measures around food.

Quick Service Restaurant (QSR) leader Domino’s Pizza recently has had an uphill road to tread. Consumers who couldn’t live without their pizza fix are now sceptical about calling for their favourite food; they are worried about the safety, hygiene and delivery process in the world of social distancing.

Domino’s Pizza wanted to jump this hurdle and reassure its customers, and it did so with the help of Disney+ Hotstar.

Mission reassurance

The objective before Domino’s Pizza was simple: Orders were dwindling and customers were unsure about safety and hygiene. They had to be convinced that Domino’s Pizza follows the highest safety measures, in order to build purchase intent.

To build awareness about this, and particularly about the brand’s ‘Zero Contact Delivery’, partnering with Disney+ Hotstar proved to be an effective idea.

Turning the tables

Domino’s looked at a three-step strategy: Identifying and targeting the right audience, educating and making them aware of safety procedures, and lastly, boosting customer confidence and the purchase intent.

Using appography on Disney+ Hotstar, Domino’s targeted active food app users for its brand message. With three educational sequential edits as pre- and mid-rolls, Domino’s educated the audience about its safety measures. Longer 30-second edits – highlighting those very measures – helped build customer confidence and purchase intent.

Results delivered

Through the campaign, Domino’s Pizza recorded a significant boost in both brand awareness and purchase intent. While the former rose by 6%, the latter shot up by a whopping 17%. Traffic on the brand’s app and website moved up by 20% while food apps saw a 25% increase in the number of Domino’s Pizza orders.