Social Media's Influence on Domino's Pizza Sales: A Case Study

This report analyzes the impact of social media campaigns on the increased sales of Domino's Pizza. The study examines how Domino's utilizes social media platforms like Twitter, Facebook, and Instagram to enhance brand value and boost sales. It explores the effectiveness of their strategies, including the 'Tweet treat' campaign, and how they've managed to improve online sales. The research uses secondary data to support the analysis, including articles by McCosker (2015), He, Zha & Li (2013), and Burton and Soboleva (2011), to provide a comprehensive understanding of the impact of social media proficiency on Domino's Pizza's sales. The report highlights the importance of social media in the current business environment and its role in crisis management and overall brand performance.

Field of research: Social media has become a basic necessity for every individual around the
world. It has been creating a huge opportunity for the businesses around the world with the
power of sharing and creativity. In the similar way, 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.
Secondary data: Information on the social media sentiments and social media performance
of Domino’s in comparison to other pizza brand exists in
https://www.business2community.com/social-media/social-media-faceoff-dominos-vs-pizza-
hut-0804675. The information on the increased sales of the brand due to technological
innovation exists at https://www.dominos.com.au/inside-dominos/media/aug-2015-domino-s-
tech-innovation-drives-record-profits.
Research Question: The current study aims to analyze the impact of social media campaigns
on the increased sales of Domino’s Pizza. RQ: Does social media proficiency affect the sales
of Domino’s pizza?
Search terms: social media, pizza brands, social media and Domino’s, increased sales
Domino’s, social media campaigns, Tweet treat
Articles: McCosker (2015) as well as He, Zha & Li (2013) clearly argue in favor of social
media proficiency as the value addition to the brand value and increased sales of the
businesses. The articles give a clear picture of how social media has been used by the pizza
brand Domino’s to its benefit and turnaround its image during the crises as well. Another
article by Burton and Soboleva (2011) describes the marketing strategies through social
media platforms like Twitter which is being used effectively by Domino’s to attract and
satisfy its customers to the core.
Burton, S. and Soboleva, A. (2011). Interactive or reactive? Marketing with Twitter. Journal
of Consumer Marketing, 28(7), pp.491-499.
He, W., Zha, S. and Li, L. (2013). Social media competitive analysis and text mining: A case
study in the pizza industry. International Journal of Information Management, 33(3), pp.464-
472.
McCosker, A. (2015). Social Media Activism at the Margins: Managing Visibility, Voice and
Vitality Affects. Social Media + Society, 1(2), p.205630511560586.