Impact of social media campaigns on Domino’s Pizza PDF

Research Proposal
Impact of social media campaigns on Domino’s Pizza
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Research Proposal
Contents
Introduction:................................................................................................................................................3
Literature review:........................................................................................................................................3
Identified Research Question:......................................................................................................................5
Research Methodology:...............................................................................................................................5
Project Timeline..........................................................................................................................................7
Work Breakdown Structure.................................................................................................................7
Gantt chart:..................................................................................................................................................8
References.................................................................................................................................................10

Research Proposal
Introduction:
Social media has become a basic necessity for every individual around the world. It is also
considered as the powerful tool for every business if used wisely and has been creating a huge
opportunity for the businesses around the world with the power of sharing and creativity. There
are various benefits of using social media in business such as it can help in generating revenue,
development of brand, research, networking, recruitment, etc (Medium, 2018). Dominos is a
Pizza chain restaurant that has been founded since 1960 and is headquartered in Michigan. The
chain of Domino’s Pizza became the largest seller of pizza in February 2018 globally in terms of
sales (Anon, 2018).
The top notch pizza brand Domino’s has been using the social media platforms like Twitter,
Facebook and Instagram to promote its brand value and increase the sales since a decade now.
This strategy has proved to be worthy in increasing its online sales in a drastic manner which is a
case to be followed by other brands in the segment. It has turned its image using social media
even during the crises period and continued to increase the online sales with its social media
strategies like Tweet treat (Business 2 Community, 2018). The aim of the research report is to
analyze the social media campaigns and its impact on the increased sales of Domino’s pizza by
using the secondary data resources.
Literature review:
The operations of Domino’s Pizza started in 1960 which only offered the service of carry-out or
delivery and now it has become one of the most renowned brands for pizza as well as largest
chain of pizza around the world that has approximately 5700 branches which covers 58 different
countries. According to John (2010), it is important for every business including pizza chains to
have a strong as well as effective presence on social media in this technology based world in
order to increase sales of business. As stated by CEO of the company, Dominos always bring
innovative and Creative ideas to stay ahead in the world of business and always focus on
adopting as per the requirements of customers as well as always keep thriving to be one of the
most known pizzerias around the world. Hence, the company focused on adapting to the trend of
social media for marketing as well which helped to increase the sales of company. Social media

Research Proposal
applications such as Instagram, facebook, YouTube as well as Twitter were used by the company
to create a helpful approach which helped customers connect (Burton and Soboleva, 2011).
On the other end, it was argued by Pitt (2017), the network of social media was not only used for
marketing but it was also used for focusing on the reviews and feedback of customers which
helped in understanding on the level of customer’s satisfaction. The company allowed various
questions or queries related to incorrect toppings or insufficient cheese or sauces as well as
various other problems related to delivery issues were asked by the customers on the platform of
social media. It was also stated by Shareen (2015), that Dominos has turned into an ecommerce
company which sells different types of pizzas. The team of Dominos social media always
responded quickly over the comments of customers and always focused on satisfying them due
to which the positive reviews on social media by the customers helped the company to increase
their sales. According to the Forbes 2018, approximately 50% of the Company’s sale is placed
with the help of mobile devices by using various apps which are developed for Android, Iphone,
and Twitter as well as the special “one tap” feature that helps the customer to place an order
without re-entering any information (Faisal, 2016).
It was stated by Dennis (2012), the initiative of Dominos for launching the idea of “Think Oven”
in late 2010 helped the company to know the opinions of customers. The company focused on
encouraging the customers or participants to provide their ideas as well as suggestions on social
media such as facebook, twitter, etc and also provided rewards to those ideas which can be
implemented in the company to increase their sales. According to Dennis Maloney, CDO of
Dominos, the social media has a great impact on company sales and hence they focus on
developing a strong relationship with the marketing organization as well as IT organization, as in
this world of technology it is important for these groups to work in lock step.
As stated by cannon (2016), Domino is the brand which can be described as savvier when
discussion is made about social media and its impact on the business of dominos pizza. The
company has gained its business value by effective use of social media on right time. There are
various strong competitors of the company such as Pizza Hut but using the trend of social media
has helped the company to gain the market share and beat the competitors (Gilliland and
Gilliland, 2018). It is important to note that various campaigns announced by Dominos have
been great success as the focus was on the satisfaction of customers by delivering the best