Philanthropic pizza paving potholes
In an attempt to help the fate of their customers’ pizza and the face of their company’s brand, Domino’s will fund the fixation of potholes in chosen cities.
Anyone with access to the Internet can nominate their city; all one needs to do is put in their zip-code and e-mail address. Domino’s will then select various companies that they think need the most help and fix them. Already, they have fixed over 200 potholes in cities like Burbank, CA, Bartonville, TX, Milford, DE, and Athens, GA.
This business decision is absolutely brilliant for the pizza-chain. First, it creates good publicity for them and shows that they care about philanthropy – this will help their brand name and get them more customers. Secondly, it gives them data about which cities have the customers who interact with social media the most. Finally, it adds millions of people to their e-mail database so they can send news about special prices and offers.
In its entirety, this project proves to be genius for the company. In terms of recent restaurant marketing campaigns, this one takes the cake over IHOP’s “IHOb” campaign, which has gotten slammed by consumers and other companies on Twitter.
Domino’s Pizza’s (DPZ) stock is up over 107% in the past 30 days, which can partially be attributed to this campaign. Likely, this upward trend will continue as the company covers more potholes in more cities across the nation.
Featured image via Wikimedia Commons