Domino’s hasn't slowed its advertising spending during the coronavirus crisis.
Instead, the fast food chain is concentrating on providing safe food.
“We know it is a privilege to remain open, safety feeding the community and our frontline workers at this time," Domino’s ANZ CMO Allan Collins told AdNews.
“While we haven’t slowed our promotional spend, we have adapted our messaging to ensure customers know they can trust us to deliver a meal that is tasty and safe.
"This means we are constantly adapting to meet the needs of our customers and that’s why we are definitely not slowing down in this space."
Dominos main media spend for the 12 months ending April 4 was $16.7million, according to estimates by Nielsen Ad Intel.
The creative agency for Domino's is Elevencom and the media agency is Wavemaker.
Underlying consumer demand for its pizza remains, with the main challenge being how to safely get the food to the customer in the current environment.
As expected, Domino's has seen a big shift to delivery as people follow recommendations to stay at home.
“There’s never been a more important time for brands to reassure customers of the additional measures they are taking to keep them safe," says Collins.
"This is an area we are passionate about getting right. This includes being agile and launching new offerings quickly to market such as Zero Contact Delivery.”
Domino’s is seeing other changes in customer behaviour related to COVID-19. Fewer are using cash, and many are ordering at different times, on different days, or from different stores than their usual order.
Sales in Australia overall are steady.
However, there are significant changes in individual store performances to reflect local trading conditions, both positive and negative
As customers are not following their normal work and holiday patterns, stores closer to universities, central CBD locations, and holiday regions have seen sales fall.
But Domino’s has also seen stronger sales in stores servicing those same customers who are staying at home.
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