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Emergency Pizza and loyalty drove Domino’s sales last quarter

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People really needed some emergency pizzas last year.

Domino’s on Monday said its same-store sales in the U.S. rose 2.8% in the fourth quarter, largely because customers ordered its pizzas more often.

Click here to read the story at restaurantbusinessonline.com.

Discussion Questions:

  1. What is brand loyalty?
  2. Why is brand loyalty important to Domino’s?
  3. How do rewards programs help to increase brand loyalty?
  4. What is promotion?
  5. What is sales promotion?
  6. Based on what you learned in this story, describe the Domino’s “Emergency Pizza” promotion.
  7. How did the promotion help to increase the number of people participating in the brand’s loyalty program?
  8. How will Domino’s benefit from more people participating in the rewards program?
  9. According to what you learned in this news story, do you think the “Emergency Pizza” promotion was a success? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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