Introduction

Hi, I’m Dr. Tanveer Kaur, and I joined Jubilant Foodworks in January 2023 as a Senior UX Researcher. Jubilant has traditionally excelled in operations and dine-in services but had not placed a strong emphasis on technology. Recognizing this gap, the company began investing in its app strategy in 2021 to drive app adoption and reduce reliance on aggregators like Swiggy and Zomato.

This shift has intensified market competition. Before the pandemic, the market was largely dominated by just two or three key players, such as Swiggy, Zomato, and FoodPanda. However, today, many boutique restaurant services, like EatFit and EatSure, have emerged with their own apps and delivery services. With the baseline requirement now met, Domino’s must differentiate itself by offering unique value propositions that compel customers to choose us over competitors.

For the Acquisition Project, I am focusing on the Domino’s app as a product, reimagining its approach with a fresh perspective that centers around acquisition strategies. Here's a brief overview of the relevant context and information:

Elevator Pitch

“Think you’re getting the best deal on your Domino’s pizza?” (Hook)

The Domino’s app offers the best price guarantee, exclusive rewards, and free delivery—so you always get more. (Value)

With over 2,000 stores across India and a 20-minute delivery guarantee, your pizza is delivered fresh and fast. (Evidence)

Unlike aggregators, the app is all about seamless pizza ordering with no distractions. (Differentiator)

Download the Domino’s app now for the ultimate pizza experience! (Call to Action)

"Think you're getting the best deal on your Domino’s pizza? The Domino’s app offers the best price guarantee, exclusive rewards, and free delivery—ensuring you always get more. With over 2,000 stores across India and a 20-minute delivery guarantee, your pizza is delivered fresh and fast. Unlike aggregators, the app focuses solely on seamless pizza ordering with no distractions. Download the Domino’s app now for the ultimate pizza experience!"

Interviewed 10 Individuals

Objective: This research aimed to define the Ideal Customer Profile (ICP) for the Domino’s app by conducting a deep dive into various customer categories. To achieve this, I interviewed 10 users, with two participants from each of the following categories:

1. Working Professionals
2. DINKS (Dual Income, No Kids)
3. Nuclear Nestlers
4. Students and Early Jobbers
5. Joint Families

*(In case you're wondering how these 5 cohorts emerged, please note that they were identified through extensive research and a deep understanding of Jubilant Foodworks).

The recruitment, aim, and sessions were carried out via telephonic interviews. Below is the data captured from these interviews.

1. Patterns Observed:
2. • Spending Behavior: Swiggy and Zomato users dominate due to better deals, rewards, and ease of use. Domino's app often ranks secondary.
   • Trigger Patterns: Family occasions, late-night cravings, and busy schedules are common across all categories.
   • App Performance Issues: Recurring issues include slow delivery, lack of deals, and app freezing or cluttered UI.
   • Deletion Trends: Due to budget constraints and urgency, students and early jobbers rely on affordability and intuitive app experience deleted Domino's app, citing better alternatives (Swiggy, Zomato) for rewards and convenience.
3. Behavioural Insights:
4. • Working professionals prioritize time savings and ease of use but are highly sensitive to app performance and delivery speed.
   • Due to budget constraints and urgency, students and early jobbers rely on affordability and intuitive app experience.
   • Nuclear and joint families seek family-focused offers and seamless group order functionality.
   • DINKS appreciate premium rewards and high-quality experiences, showing loyalty when their expectations are exceeded.

Understanding your ICP

Key Insights:

1. Working Professionals and DINKS are high-value ICPs due to their higher average spending and regular usage patterns.
2. Students & Early Jobbers provide growth potential through targeted discounts and app performance optimization.
3. Joint Families require features focused on bulk orders and family-centric deals.
4. Nuclear Nestlers are a challenging group due to their lower frequency of use and demand for unique offerings.

ICP Prioritization Framework:

Observations:

1. Top ICPs:
2. • DINKS: Offer high value due to their adoption rate, strong appetite to pay and frequent usage, though their TAM is smaller than other segments.
   • Working Professionals: Represent the largest TAM and show high adoption, making them critical for sustained app revenue.
3. Targeting Strategies:
4. • DINKS: Highlight premium features like faster delivery, exclusive discounts, and curated offers for convenient and elevated dining experiences.
   • Working Professionals: Focus on seamless ordering, loyalty rewards, and quick-service features to enhance convenience and retention.

Additional Read:

• India's QSR Growth: Insights on QSR expansion in India, focusing on digital engagement and localized strategies, with Domino’s leading the market. Market Research Reports
• Domino’s Digital Strategy: How Domino’s India leverages its app for customer loyalty, quick service, and tailored offerings. All-in-One Business Hub | APSense.com
• Food Tech Innovations: An analysis of Swiggy, Zomato, and Domino’s app-based customer personalization and loyalty tactics. Ken Research

The Domino’s app is designed just for you! It’s your personal gateway to explore all your favorite options in one place—no distractions, just great pizza. Enjoy exclusive deals, earn rewards(Cheesy Rewards) on every order and experience the unbeatable 20-minute delivery guarantee. Order directly through the app for the freshest, fastest, and most satisfying Domino’s experience every time.

Understanding Core Value Proposition

User Journey Flow

Tailwinds:

The Indian food delivery market is growing rapidly due to rising internet penetration, urbanization, and the demand for convenience among urban millennials and Gen Z. Domino's leverage trends such as hyperlocal delivery, quick commerce, and loyalty programs to meet the increasing appetite for personalized and fast service. Additionally, the shift toward digital payments and government initiatives supporting digital adoption further boost the ecosystem.

Headwinds:

Despite the growth, challenges persist in the form of fierce competition, high operational costs, and fluctuating fuel prices that impact delivery margins. Regulatory hurdles, such as data privacy compliance, and logistical complexities in reaching non-metro areas also pose significant barriers. Maintaining profitability while ensuring customer satisfaction remains a critical challenge in this competitive landscape.

1. Total Addressable Market (TAM)

TAM refers to the total market demand for a product or service. For Domino's India, we can calculate TAM based on the number of potential app users who may use food delivery services.

• India's population: 1.4 billion people.
• Internet penetration: As of 2023, approximately 60% of India’s population has internet access, making it around 840 million people.
• Food delivery market: Considering food delivery apps like Swiggy and Zomato have grown rapidly in India, with an estimated 20-25% of internet users engaging in food delivery services, we assume a conservative 25% of internet users are potential food delivery app users.

Thus, the TAM for Domino's India:

• TAM = 840 million * 25% = 210 million food delivery app users.

2. Serviceable Available Market (SAM)

SAM refers to the segment of the TAM that the product can target, considering app usage, competition, and Domino’s specific focus on pizza delivery.

• App user base for food delivery: With Swiggy and Zomato's market share, it’s estimated that about 30% of the food delivery market is dedicated to pizza consumers. Domino’s, being a major player, would target pizza consumers among app users.
• Competitive Benchmark: Swiggy and Zomato have shown dominance in food delivery, with a significant portion of their user base ordering pizza frequently.

Given these figures, let's estimate the SAM for Domino’s India App based on pizza lovers who use food delivery apps:

• SAM = 210 million * 30% = 63 million pizza consumers on food delivery apps.

3. Serviceable Obtainable Market (SOM)

SOM refers to the portion of SAM that Domino’s can realistically capture, based on its market position, brand presence, and app adoption.

• Current market penetration: Domino’s India is the leader in the pizza delivery segment, holding a market share of approximately 50% in the pizza segment.
• App adoption rate: Given Domino’s strong brand recognition, its app adoption rate would likely be high compared to competitors. With this in mind, we will now adjust the SOM to 55 million app users, reflecting Domino’s potential to capture a larger share of the pizza app market.

Thus, the SOM for Domino’s India App is:

• SOM = 55 million app users.

Summary Table:

Rationale:

• TAM is based on the number of internet users who engage with food delivery apps like Swiggy and Zomato, with a conservative estimate of 25% participation.
• SAM is derived by focusing on the pizza-consuming segment of food delivery app users, which accounts for roughly 30% of the overall food delivery market.
• SOM is updated to reflect a more optimistic market share for Domino’s, considering its leadership in the pizza market and strong app adoption, resulting in an estimated 55 million app users (Domino's app already has 23 Million+ Users)
• 15 crore orders processed in 2023 via 2000+ stores.

Designing Acquisition Channel

Given that Domino’s India is in a mature scaling stage, it faces unique challenges in balancing channel selection and spending. At this stage, Domino’s has the ability to allocate higher budgets for acquisition channels that prioritize brand reinforcement, customer retention, and sustained app usage.

Why TV & Connected TV Ads?

1. Massive Reach:
   TV provides unmatched mass visibility, while CTV adds precision, targeting urban, tech-savvy users such as Working Professionals and DINK households.
2. Reinforced Messaging:
   By appearing on both traditional and connected platforms, Domino’s strengthens brand recall across various audience touchpoints, ensuring effective engagement.
3. Actionable Insights:
   Connected TV complements traditional TV by providing performance metrics, enabling Domino’s to adjust and optimize its campaigns in real time.

Optimized Strategy Implementation

1. TV & Connected TV Ads:
2. • Target Audience: Urban households in metro cities like Delhi, Mumbai, and Bengaluru.
   • Content: Ads showcasing convenience, quality, and speed. For example:
   • • A professional getting a Domino’s pizza delivered during a busy day.
     • A couple enjoying a Domino’s meal after work.
   • Objective: Increase app installs and repeat orders while reinforcing brand trust.
3. Complement with Digital Ads:
4. • Combine TV campaigns with social media and search ads to retarget users exposed to TV ads.
   • Encourage app installs and immediate ordering through exclusive offers.
5. Referral & In-App Promotions:
6. • Promote referral rewards and app-only discounts during TV ads, driving app engagement and word-of-mouth promotion.

What are GRPs?

GRPs (Gross Rating Points) measure ad campaign impact through reach (audience percentage exposed) and frequency(how often).

Weekly GRPs: 175-225

• 175 GRPs: Moderate exposure for steady brand recall.
• 225 GRPs: High exposure for major campaigns like IPL or festivals.

Why it Matters

Domino’s uses this range to balance cost efficiency with maintaining strong visibility and audience engagement.

Organic Channel Strategy for Domino's India App

Based on my research with various cohorts, including regular customers, occasional users, and first-time app downloaders, I’ve identified strengths in Domino's India’s current organic strategy while highlighting opportunities for improvement. Here’s an analysis of better organic channels that can enhance Domino’s visibility and engagement.

Step 1: Conduct Keyword Research

To understand the existing organic performance, I conducted extensive keyword research across platforms such as Google, YouTube, Amazon, and app stores. I identified user preferences, behaviors, and content that resonate with the target audience.

Key Insights from Research:

• Google Trends: High search volumes were observed for keywords like "best pizza near me," "Domino’s pizza offers," and "pizza delivery near me," especially in metropolitan areas.
• YouTube: There is considerable interest in pizza review videos, tutorials on pizza-making, and user challenges (e.g., "Domino’s pizza review" and “Pizza-making at home with Domino's”).
• Amazon: Users search for pizza-related kitchen tools and accessories, indirectly linking to the pizza-buying experience.

Step 2: Collate Insights from Searches

Based on the findings, the following insights emerge as key takeaways for Domino’s India’s organic strategy:

• Search Trends for Offers: Customers are often looking for discounts and pizza deals. This suggests a strong opportunity for Domino’s to optimize its online presence around limited-time offers and combo deals.
• App-Specific Searches: Terms like "Domino’s app" and “best pizza delivery apps” show that users are searching for app-based pizza services. Leveraging these search trends could boost visibility for the Domino’s app.
• Local SEO Optimization: Searches like "pizza near me" are prevalent, indicating that Domino’s should prioritize local SEO strategies for store-specific visibility.
• Content Gaps: While Domino’s ranks well for general pizza-related searches, there is room to create more content around customer experiences, pizza-making processes, and Domino's special offerings.

Suggestions & New Strategies for Better Organic Channels

To enhance Domino’s India’s organic reach, here are several recommendations:

1. Local SEO & Geo-Targeted Content

• Action: Implement geo-targeted SEO strategies by optimizing store-specific pages, creating location-based keywords, and leveraging Google My Business for individual stores.
• Benefit: Improving local SEO will increase visibility in search results for "pizza near me," driving more footfall and orders from nearby customers.

2. Long-Tail Keyword Optimization & Content Creation

• Action: Focus on long-tail keywords like “affordable pizza delivery in India,” “Domino’s pizza family deals,” or “Domino’s pizza for group orders.” Create blog posts, landing pages, and FAQs targeting these specific search terms.
• Benefit: These longer, more specific phrases will capture niche traffic and meet customer needs more effectively, leading to higher conversions and engagement.

3. YouTube Content & Recipe Series

• Action: Expand YouTube presence with video series like “Behind the Scenes at Domino’s” or “How Domino’s Pizzas Are Made.” Additionally, integrate user-generated content by encouraging customers to share their pizza-making experiences using Domino’s ingredients.
• Benefit: Engaging video content boosts brand visibility, provides transparency, and builds trust with users who are looking for relatable content.

4. User-Generated Content Campaigns & Social Proof

• Action: Run campaigns such as #DominosBirthdayChallenge or #PizzaWithFriends, where customers can share their experiences of celebrating events like birthdays with Domino’s pizza and win rewards or discounts.
• Benefit: Leveraging UGC increases social proof, improves brand engagement, and organically extends Domino’s reach on social platforms like Instagram, Facebook, and Twitter.

5. App Store Optimization & Reviews

• Action: Optimize the Domino’s India app store listing by focusing on relevant keywords such as “pizza delivery app” or “order pizza online.” Encourage satisfied users to leave positive reviews on the app store to increase app visibility.
• Benefit: App store optimization will make Domino’s India more discoverable, leading to higher app downloads and more users engaging with the brand via the app.

6. Influencer Partnerships and Organic Endorsements

• Action: Partner with micro-influencers in the food niche who can organically share their Domino’s pizza experiences on Instagram, YouTube, and Twitter. The content can include reviews, unboxing, and taste tests.
• Benefit: Influencer endorsements will amplify brand awareness among niche audiences and build trust through authentic reviews.

7. Organic Social Media Presence (Facebook, Instagram, Twitter)

• Action: Strengthen Domino’s India’s organic social media strategy by posting engaging content such as pizza-making tips, creative recipe ideas, customer testimonials, and behind-the-scenes looks at the brand.
• Benefit: Engaging social media content helps build a community around the brand and generates organic reach through shares, likes, and comments.

Conclusion

Domino’s India is already well-established in the market, but through optimizing organic channels such as local SEO, long-tail keyword content, YouTube videos, user-generated campaigns, and app store optimization, the brand can significantly boost its organic reach and engagement. By focusing on these strategies, Domino’s can connect more effectively with its audience, attract new customers, and foster long-term loyalty.

Content Loop

1. Hook: Challenge (e.g., Spicy Pizza Challenge) or Event (e.g., Birthday Celebration).
2. Content Creation: User posts video/picture/content based on the challenge.
3. Distribution: Users share their content on social media platforms or Domino's app.
4. Engagement: Other users see content, engage, and join the challenge.
5. Reward/Action: The user receives rewards (vouchers, recognition) or is featured on Domino's YouTube Channel.
6. Continuous Engagement: Content spreads, new users join, Domino's app sees increased engagement, sales, and user retention.

Introduction

Domino’s India App targets two key customer segments: Working Professionals (ages 25-45) and DINK (Dual Income No Kids) households. These segments are chosen based on their lifestyle, potential for high customer lifetime value (LTV), and their behaviour that aligns with Domino's service offerings. The goal is to enhance customer acquisition and drive frequent usage through tailored campaigns on specific advertising channels.

Additional Metrics:

Customer Acquisition Cost (CAC):

• The average CAC for Domino's India is ₹1,500, reflecting the cost to acquire a customer through media channels like TV and Digital ads.

• Customer Lifetime Value (LTV):
  • The LTV for an app customer is ₹2,261 annually, showing the revenue generated from repeat orders and customer retention.
• CAC: LTV Ratio:
  • The CAC: LTV ratio is 0.66 (₹1,500 / ₹2,261), meaning Domino's earns ₹1.51 for every ₹1 spent on acquiring a customer, indicating a profitable acquisition strategy.
• Revenue & Key Metrics:
  • Total Revenue: ₹52 billion
  • Order Volume: 148.57 million orders
  • Average Order Value (AOV): ₹350
  • New Users to Acquire: 49 million
  • App LTV: ₹2,261
• Summary & Insights:
  • The CAC: LTV ratio of 0.66 reflects a healthy customer acquisition strategy.
  • With an average CAC of ₹1,500 and an LTV of ₹2,261, Domino’s is generating more revenue than it spends on acquiring customers.
  • Focusing on working professionals and DINK households, who have a high LTV, enhances long-term profitability.

Summary:

• CAC: ₹1,500
• LTV: ₹2,261
• CAC: LTV Ratio: 0.66 (which indicates profitable customer acquisition).

Strategy for Paid Ads

Paid ads are all about getting your future customers today—essentially, speeding up the process of customer acquisition. Paid ads are a powerful way to accelerate customer acquisition, allowing brands to engage their ideal customers where they spend the most time. Below is a detailed framework for targeting DINK households (dual-income no kids) and working professionals effectively:

Step 1: Channel Selection: Where Does My ICP Spend Time?

Primary Channels

1. Facebook: Engages users in interest-based communities and lifestyle content.
2. YouTube: Popular for travel, food, and productivity content among DINKs and working professionals.
3. Instagram: Visually-driven platform where ICPs follow food, travel, and luxury trends.
4. Email Marketing: Frequently checked by professionals for updates and offers.
5. Twitter: Used for updates on trends and entertainment during downtime.
6. Cricket Matches (IPL, Live Events): High engagement from DINKs and working professionals during live sports, making it ideal for real-time promotions.
7. Smart TV: Captures attention during live IPL broadcasts, offering full-screen visibility for real-time engagement.

Secondary Channels

1. LinkedIn: Engages high-earning professionals during work breaks.
2. OTT Platforms (JioCinema, Hotstar, etc.): Frequently used for binge-watching and live sports by ICPs.
3. Google Search Ads: Captures high-intent users actively searching for food delivery solutions.
4. Push Notifications: Directly re-engages existing app users with personalized offers.

2. Audience Segmentation: What Are My ICPs Doing Online?

DINK Households (Dual-Income, No Kids | Ages 27–40):

• Behavior:
• • Planning date nights or quick weekend getaways.
  • Following influencers for travel tips, food trends, and productivity hacks.
  • Watching series or cricket matches on OTT platforms.
• Pain Points:
• • No time to cook after long workdays.
  • Seeking quality meals for special moments or relaxation.

Working Professionals (Ages 25–35):

• Behavior:
• • Engaged in professional networking, lifestyle improvement, and time-saving hacks.
  • Consuming motivational content, relationship tips, and quick meal ideas.
• Pain Points:
• • Limited lunch breaks and energy for elaborate dinners.
  • Want fast, reliable delivery during busy weekdays or team lunches?

3. Campaign Structure: How to Drive Results?

Core Objective:

1. Primary Goal: Drive app installs and complete free signup.
2. Secondary (Anbitious) Goals: One-time orders and automatically enrol for long-term loyalty (Cheesy Rewards).

Ad Groups:

• Age: 25-35 years.
• Gender: Male and Female.
• Location: Tier 1 cities.
• Device: iOS and Android.

Interest Buckets:

• Product Behavior: Users who frequently order food online, use food delivery apps, or have interacted with Domino’s competitors.
• Lifestyle: Travel enthusiasts, luxury brand shoppers, food vlog viewers, productivity seekers, and those following relationship or motivational advice.
• Lookalike Audiences: Users who resemble existing customers based on app behavior and purchase history.

4. Ad Creative:

The ad creatives should be visually appealing, relatable, and attention-grabbing, using vibrant colours, dynamic visuals, and minimal text to highlight the product, offer, and urgency effectively.

Ad Creative 1:

With IPL being broadcast on TV and streamed on apps like Jio TV, we can capture the attention of viewers during high-engagement moments. This ad will use the emotional connection to the game, offering special pizza deals ("₹200 off" and "₹125 off") to encourage immediate action.

Platform:

• Smart TV Ads (During IPL Broadcast)
• Jio TV App (Live Streaming)

Target Audience:

1. Age: 25-45
2. Gender: Male
3. Location: Tier 1 cities (Delhi, Mumbai, Bangalore, Hyderabad, Chennai, Kolkata)
4. Device: Smart TV, iOS, Android
5. Interests:
6. • Cricket, IPL, sports
   • Food and beverages
   • Socializing and entertainment

Ad Text:

Headline:
"Cheer India, Cheer with Pizzas! 🍕 Get ₹200 Off!"

Body Copy:

• Breaks the Pattern: Flashy visuals of pizza delivery during key IPL moments, visible on both TV and phone apps.
• Point a Problem: "Craving pizza but don’t want to miss the action?"
• Show Solution: "Order Domino’s and enjoy piping hot pizza while you cheer on India!"
• Make Them Trust You: "India’s most trusted pizza brand, delivering hot, fresh pizza since 1996."
• Establish Urgency:
• • "Howzzat for a deal? Get ₹200 off your order now!"
  • "Limited time offer – order now and get ₹125 off your next order!"

Call-to-Action (CTA):
"Order Now and Cheer with Domino’s!"

This campaign uses both Smart TV and Phone ads to ensure visibility and engagement across different viewing platforms, effectively targeting cricket fans who are watching IPL at home or on the go.

Ad 2: Social Media Campaign – "Skip Cooking Today, Order Your Favorite Pizza"

Rationale:
This campaign is tailored for our target ICPs—DINKs (aged 25-40) and working professionals (aged 25-45)—who are active on social media platforms like Instagram, Facebook, and YouTube. These individuals frequently look for ways to save time and effort, especially during busy weekdays or relaxing weekends. By addressing their pain points and offering a hassle-free solution, this campaign uses relatable visuals and concise messaging to encourage immediate action.

Ad Campaign Details

Platform:

• Instagram & Facebook: Carousel ads and Stories
• YouTube: Skippable in-stream ads

Target Audience:

1. Age: 25-45
2. Gender: Male and Female
3. Location: Tier 1 cities (Delhi, Mumbai, Bangalore, Hyderabad, Chennai, Kolkata)
4. Device: Both iOS and Android users
5. Interests:
6. • Food and beverages
   • Quick meal solutions
   • Travel, lifestyle, and productivity
   • Cricket and live events
   • Socializing with friends and family

Ad Text:

Headline:
"Skip Cooking Today – Treat Yourself to Domino’s!"

Body Copy:

• Breaks the Pattern: The ad begins with a stressed-out individual cooking, transitioning to a happy family enjoying Domino’s pizza.
• Point a Problem: "Busy day? No energy to cook tonight?"
• Show Solution: "Domino’s delivers your favourite pizza hot and fresh, right when you need it!"
• Make Them Trust You: "Loved by millions, Domino’s ensures quality and speed in every bite."
• Establish Urgency: "Order now and get ₹300 off on orders above ₹799. Limited time only!"

Call-to-Action (CTA):
"Order Now" or "Download the App Today"

Extra Ad Creatives!

Conclusion

This section demonstrates how paid ads can effectively target DINKs and working professionals by meeting them on the platforms they frequent, like IPL matches and social media. By crafting campaigns that address their pain points, build trust, and create urgency, we drive app installs, first orders, and long-term loyalty.

The tailored audience segmentation and impactful ad creatives ensure Domino’s becomes the preferred choice for convenient, delicious meals. Through this strategy, Domino’s establishes itself as the go-to solution, catering to the fast-paced lives of its audience.

Product Integration is the process of seamlessly linking two or more products or services to create a unified user experience that adds value and encourages mutual engagement. By leveraging the strengths of both platforms, such integrations enhance convenience and promote the usage of each product.

For instance, the Zoom and Google Calendar integration allows users to schedule and access Zoom meetings directly from their calendars, simplifying workflows and increasing utility. Similarly, Domino’s app could explore integrations with apps its target audience uses regularly to boost engagement and make ordering more intuitive and aligned with their daily routines.

I’m focusing on identifying complementary services that can trigger organic interest in Domino's app, similar to strategies used by competitors. The goal is to attract Working professionals and DINK couples with engaging offers.

The three chosen integrations—Google Maps, UPI Platforms, and NoBroker/MyGate—were selected based on their alignment with the target customer profiles (ICP) and the unique value they offer in driving user engagement and convenience.

1. Google Maps: This integration enhances the user experience by leveraging location-based services to help customers quickly locate nearby Domino's outlets or track deliveries. It appeals to busy professionals and DINK couples who value convenience and time-saving features, particularly when planning meals during hectic work hours.
2. UPI Platforms (Google Pay, Paytm, CRED): Digital payment methods are widely adopted by the target ICP, making UPI integrations a natural fit. Offering instant cashback or discounts via these platforms incentivizes users to place orders more frequently while saving money. The seamless payment experience boosts user satisfaction and loyalty, especially among working professionals and DINK couples who value fast and secure transactions.
3. NoBroker/MyGate: Partnering with community management platforms like NoBroker and MyGate provides exclusive deals for apartment residents, catering to DINK couples who prioritize convenience and exclusivity. This integration enables easy access to localized offers, making it easier for users to place orders when at home and enhancing customer retention in specific communities.

Key Integrations Inspired by Competitors:

• Swiggy: Their integration with cricket events, OTT platforms, and e-wallets drives traffic. Domino’s can also benefit from similar strategic partnerships.
• Zomato: Zomato’s partnerships with corporate offices, e-wallets, and curated promotions (like ‘10% off on your first Zomato Gold order’) offer key lessons for targeting working professionals and corporate deals.

By aligning with these proven integration strategies, Domino’s can effectively boost organic growth for the app, reaching the right ICPs in the most impactful way.​

User flow of Product Integration

Google Map Integration with Domino's App (Use case: Dining in)

No broker Integration for Delivery Use Case

UPI Integrations

https://www.youtube.com/watch?v=zCh-SUlTSJo&t=10s

The IRCTC FLOW IN THE APP

Domino’s Group Referral Program: "Pizza Party Cohorts"

The Pizza Party Cohort Referral Program encourages users to invite friends and family to join a cohort for group ordering. To keep the cohort active, users must place at least one order per month. As more members join and orders are placed, exciting rewards (up to 30% off pizzas) are unlocked. The program fosters engagement, repeat orders, and social interactions, creating a win-win scenario for both Domino’s and its customers.

This program applies across all ordering verticals—dine-in, delivery, takeaway, and even orders delivered to trains—creating a unique value proposition for users.

Program Flow:

Rewards:

• First Order: ₹100 discount for the entire cohort.
• Group Milestones:
• • 5 orders = 20% off.
  • 10 orders = 30% off.
• Top Referrer: Free pizza for the most invites.
• Exclusive Offers: Special pizzas or challenges for active cohorts.
• Reward points can be used to redeem the side options like Garlic bread, beverages or even a pizza.

Rationale for the Pizza Party Cohort Referral Program

The Pizza Party Cohort Referral Program is a smart initiative that makes ordering pizza more social and rewarding. During user interviews, it became clear that pizza is usually a shared meal—whether it’s with friends, family, or flatmates. The program taps into this insight by encouraging group orders and offering exciting rewards, making it fun and easy for people to order together. Plus, by including options across dine-in, delivery, takeaway, and train orders, it ensures everyone can participate no matter how they like to order.

This program stands out because it not only offers discounts but also builds a sense of community. Group milestones, leaderboards, and exclusive offers add a playful, competitive edge that keeps users engaged. It’s a win-win: users save money, and Domino’s gets more repeat orders.

Supporting User Insights:

• "I mostly share pizza with friends or family. Infact, my flatmates and I have a pizza night. We often look at each other’s apps to figure out who has the better offer. "
• Domino’s app offers aren’t as good as Swiggy or Zomato, so I often look there."
• "Often it gets very difficult to decide what to order and how much to order in a group"

Strategies to Enhance Referral Program:

1. Introducing Gamification Elements
2. • Award badges for achievements, such as “Cohort Leader” for top contributors or “Order Streak” for consistent monthly participation.
   • Implement additional levels of rewards for cohorts achieving higher milestones, such as 15+ orders unlocking premium menu items.
   • Reward points can lead to redeeming various menu options.
3. Simplifying the Referral Process
4. • Make referrals easier by enabling one-click sharing and pre-filled messages for users.
   • Temporarily increase the welcome offer for new users to ₹100 to incentivize initial participation.
5. Addressing Potential Barriers
6. • Identify common challenges such as lack of awareness or perceived complexity in managing cohorts.
   • Provide clear, step-by-step instructions and in-app prompts to guide users through the process.
7. Ongoing Engagement Strategies
8. • Monthly challenges can motivate cohorts to place additional orders, such as earning free sides for completing 3+ orders in a month which incorporates novelty into the program.
   • Celebrate cohort anniversaries with exclusive deals to retain members and keep them engaged.
9. Exclusive Partnerships
10. • Collaborate with popular brands to offer non-pizza rewards, such as movie tickets or shopping vouchers, to top-performing cohorts.

Eligibility

• Open to all Domino's India app users aged 18+ and in India.

Program Participation

• Existing Users: Create or join a cohort and invite up to 10 members via a referral link.
• New Users: Join via the referral link and enter the code to get ₹50 off the first order.

Group Orders

• Members must place group orders to unlock rewards. Each new member’s order counts towards group milestones.

Rewards

• First Order: ₹100 discount for the entire cohort.
• Group Milestones:
• • 5 orders = 20% off.
  • 10 orders = 30% off.
  • Rewards apply to all cohort members.

Maintaining Cohort Activity

• At least one order per month is required from each member to keep the cohort active and eligible for rewards. Failure to order within 30 days will result in the lapse of any points collected by the user.

Leaderboard & Incentives

• Top Referrer: Free pizza for the most invites.
• Exclusive offers for active cohorts.

General Terms

• Rewards cannot be combined with other offers.
• Domino’s reserves the right to modify or cancel the program at any time.

Abuse of Program

• Fake accounts or misuse will result in disqualification.

Conclusion

The Pizza Party Cohort Program is an innovative referral program designed to increase customer acquisition, drive repeat orders, and create memorable social experiences. By leveraging a group-based ordering model and integrating gamification and cross-vertical applicability, this program stands out as a compelling offering in the food service industry. These enhancements will not only make the program more engaging but also ensure its long-term success and appeal to a broader audience.