Domino's takes cue from customer requests, now offers $4.95 pizzas everyday
Extends 'Cheaper Two Days' promo.
Initially held on Mondays and Tuesdays, the promo has now been extended to offer the Domino's Value Range from only $4.95 pick up every day of the week. The flavours in the range include Bangers and Beef, Hawaiian, Ham and Cheese, Pepperoni, Margherita, Simply Cheese and Spicy Veg Trio.
The promo extension is a result of the chain's "People Powered" campaign that was launched earlier this year. Domino's Chief Executive Officer and Managing Director Don Meij recounted that customers were requesting for the value range to be available everyday and after successful trials in other markets, the chain has decided to make it a permanent offering.
"Domino's is a business obsessed with customers, customers are managing this brand. [We are the] only company that does 24 hour monitoring of social media, we are listening [and] that's the difference."
He considers this move a QSR first and explained that the decision to extend is due to the Company’s commitment to offering the best value possible.
“The thought process was, if there is a simple pizza, [let's] make it more affordable. Still using premium products [but] at 4.95 price point,” adding that quality will not be compromised and that customers should still expect the great quality ingredients and products they are used to.
Meij emphasised that the value range does not compete with the other items on the menu but is instead a "low cost entry which introduces and invites [diners] to other things." For instance, the more gourmet items on the Domino's menu like the Chicken Camembert.
The promotion will be officially launched on Friday and will be featured on the television, digital marketing materials and POS.
According to Meij, there will be more announcements from Domino's in the coming months with the extended 'Cheaper Two Days' promo just a start. The promotion is part of a bigger plan, he said.
