Domino’s New Hotspots Get Major Marketing Push
Domino’s put a huge marketing push behind Hotspots, the 150,000 new non-traditional addresses to which Domino’s will deliver, including a new national TV spot and the company’s first-ever print ad in the New York Times.
The print ad is a massive Domino’s logo made up of some of the most popular Hotspot locations. It’s running in the New York Times because despite all the competition for pizza, it’s a major market for the brand. And the TV ad spot features an out-of-breath Domino’s employee cutting the ceremonial tape at a few of the non-traditional locations for an assortment of diverse customers, including a Sasquatch.
To find the real world Hotspots, the company looked to franchisees to compile a list of places where people hang out like beaches, tourism destinations and even dog parks. Now, those customers can choose their hotspot, order and include notes so the delivery driver can find them. Drivers have been happy to deliver to unique addresses in the past, but the update helps reinforce the practice and makes it easier for everyone involved.
It’s also a shot off the bow for third-party delivery firms. While Domino’s publicly says it does not fear the competitive pressure, Hotspots are a not-so-gentle reminder that Domino’s has a powerful delivery infrastructure and the technology to do more than deliver to a home or apartment. The move also re-emphasizes the brand’s convenient core as more people flock to third-party delivery apps, growing the industry from nothing to $13 billion in under a decade. Keeping Domino’s top of mind means fewer orders going to the third parties.
Kate Trumbull, Domino's VP of advertising and Hispanic marketing, told AdAge the Hotspots fit in with an evolving idea of convenience.
"I do think in today's world the bar keeps getting higher for what consumers want out of convenience," Trumbull told the publication.
Take a look at the ad spot below: