Why Domino's Pizza will provide $500,000 in snow removal subsidies

Domino's Pizza today (December 4) announced plans to award $500,000 in snow removal grants to help keep the chain's restaurants accessible for takeout customers despite the worst of winter weather. Consumers can submit their ZIP code to apply for the subsidy, and the chain will award $25,000 to 20 cities throughout the season.

A “Farm for Pizza” program is already underway in Erie, Pennsylvania. Marquette, Michigan. and Manhattan, Montana. Other winning cities will also receive winter hats, scarves and other seasonal merchandise from the brand, as well as a $200 Domino's Pizza gift card.

The campaign follows several marketing efforts for the chain focused on making takeout and delivery as easy as possible for consumers, including Apple CarPlay integration, a pinpoint delivery system, and a series of “emergency pizza” offers. It is. The latest effort is a spiritual successor to Domino's 2018 campaign, Paving for Pizza, which repaired roads in municipalities across the country to protect the integrity of the pizza's journey home.

Marketing Dive spoke with Kate Trumble, chief brand officer of Domino's Pizza, and Matt Talbot, co-founder and chief creative officer of agency of record Work in Progress, about Plowing for Pizza. We spoke to them about how it came to be, and the challenges of balancing different advertising priorities for brands. more.

This interview has been edited for clarity and brevity.

Marketing Dive: How did Domino's and WorkInProgress develop “Plowing for Pizza”?

Kate Trumbull: I'm thinking about “Paving for Pizza,” so this is kind of the second act. In both of these, we want to prove our commitment to always providing our customers with unobtrusive, piping hot, delicious pizza, and that no one comes close to Domino's when it comes to piping hot pizza. thinking about. I think actions like this are really meaningful to consumers. It's unexpected, really unexpected.

There are many places to buy pizza, but we believe there is a way to earn customer loyalty. Not only do we provide the best and hottest pizza experience and showcase it through initiatives like this, we also do brand-building initiatives that are important to consumers.

We always say people will love what you say, but they will love what you do. That's why this initiative is based on similar insights that “pave” convenience and ease of use for consumers. [Carry-out consumers] We're happy to work in the name of bringing home the best meal possible. We wanted to find another way to help children take control of situations when they feel out of control.

Matt Talbot: We continually strive to prove that we deliver on that commitment. In today's field, plowing, the spiritual successor to paving, is a way of showing how seriously we take the experience.

Part of the ad creative was shot last winter. How long has the timeline been this long?

Talbot: Creatively, we always consider both short-term success and long-term plans. Whether it's building cars, building technology, or exploring roads, we're not afraid of ideas that take a year or years to come to fruition. I think this is unique and allows us to do more meaningful and innovative things because we can invest for the long term. Although this idea is less extreme, it still requires a lot of effort to communicate with these cities. You can't do something like this if you don't take that time to build it.

Trumbull: Sometimes you have to or want to do something short-term to be relevant to what's going on in the culture right now. However, when you are trying to do something meaningful rather than a simple gimmick – anyone can do a simple gimmick – I don't think it's a short-term thing. There's no way around it. We want to be aware of current trends and culture and not be afraid to act quickly. But at the same time, there's something like pinpoint delivery. Technology like this won't happen overnight either.

What are the challenges in communicating messages about these technological developments?

Talbot: We do a lot of 15 second spots, so sometimes it's just a time constraint. But for us, it's not just about whether users will use the technology, and whether it needs to be educational or encourage adoption. The key is to keep your brand front and center and memorable.

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