Domino’s Pizza

Quick Service Restaurants (QSR) / Food Delivery

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Rebuild Domino’s market position and sales performance by leveraging data, fixing media inefficiencies, and aligning product strategy with real consumer behaviors.

Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.

Domino’s Panama was losing ground in a highly competitive market, struggling with:
Lack of strong brand presence due to limited and poorly executed media activity
No consistent strategic narrative to differentiate in consumers’ minds
Underdeveloped marketing efforts that failed to address key dayparts—especially lunch
Despite early signs of growth in order volume after initial efforts, something didn’t add up. That’s when we dove deeper into the data—and found the blind spot: lunch performance was significantly underperforming.
This insight was the turning point.

Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.

Phase 1: Strategic Reset
We began by auditing Domino’s data and brand perception. The insights revealed:
Lunch orders were the weakest link in the sales funnel
Consumer perception had weakened vs competitors
 
Phase 2: Building a 360º Data-Driven Strategy
We implemented a 360º marketing system that included:
Real-time dashboards to track behavior by meal time, location, device, and channel
Mass media activation: ATL campaigns, Radio, TV, Outdoor, Metro de Panamá and Influencers
 
Phase 3: The Lunch Opportunity
Data revealed that lunch was not only underperforming, but Domino’s had no competitive product or promo to face key rivals with lower price points.
We designed a response around value and distinctiveness: positioning Panperoni as a product that was fast, filling, and emotionally satisfying.
 
Phase 4: Creative & Campaign Execution
We activated an integrated campaign using the brand line:
“Piensa Pizza, Piensa Domino’s”
Campaign assets were deployed across segmented channels and timed for behavior-based consumption windows, with messaging focused on craving, convenience and brand confidence.

Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.

Recovered brand position in Top 5 Fast Food brands in Panama

Panperoni generated 21% of total sales during campaign

Significant increase in lunch order volumes

+10% YoY sales growth (2024 vs 2023)

Media efficiency improved through correct channel mix and optimized targeting

Client internalized the value of data as a central marketing pillar

Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.

• Increased Pizza Deliveries: The focused strategy led to a +25% increase in pizza deliveries, reflecting improved demand and effective customer engagement.

• Sales and Market Recovery: Domino’s experienced a steady rebound in sales performance, reversing negative trends and achieving consistent growth during key campaign periods.

• Improved Brand Positioning: The integrated approach helped re-establish brand visibility, boosting consumer recall and strengthening market competitiveness.

• Data-Driven Enhancements: While data played a supportive role, it was central to enhancing campaign precision, ensuring promotions aligned with consumer habits, and optimizing marketing investments.content_copy

Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.