Domino's Pizza Canada

Founded in 1960, Domino's Pizza is the recognized world leader in pizza delivery, with a significant business in carryout pizza. It ranks among the world's top public restaurant brands with a global enterprise of more than 12,100 stores in over 80 international markets. The first international store opened in Winnipeg, Manitoba, Canada in 1983.  Currently, Domino’s Pizza Canada (DPC) proudly serves the country with 400 locations from coast to coast.

Since 2008, HS2 has partnered with DPC to introduce and expand the company’s digital capabilities. From its desktop and mobile ecommerce applications to its email and social media marketing campaigns, Domino’s can boast the undisputed best-in-category digital offering in Canada. 

HS2 isn’t just a trusted partner; they’re an integral part of our leadership team."

Jeff Kacmarek
  • Case Study: Establishing Ecommerce Dominance
    • CHALLENGE

      Traditionally, the pizza business has relied on phone orders and walk-in customers. In Canada, advertising consisted almost exclusively of printed flyers and phone book ads. Not surprisingly, business growth was modest. In order to jumpstart sales growth, DPC recognized the importance of building a world-class digital presence and sought out HS2’s leadership in this area.

      SOLUTION

      Recognizing the growing popularity and success of online ordering for Domino’s in the United States, Domino’s Canada decided to partner with HS2 to bring this capability to Canada. In 2008, HS2 launched DPC’s Online Ordering platform (OLO) at http://www.dominos.ca. In subsequent years, HS2 has executed against a strategic roadmap of eCommerce feature and platform expansion. HS2 designed, developed and continues to support DPC’s responsive desktop/mobile website, iOS and Android mobile apps, and customer data warehouse.

      RESULT

      With the help of its eCommerce platform, Domino’s recently became Canada’s #2 pizza company. From $0 of online revenue prior to the launch of OLO in 2008 to today, where Domino’s considers itself “an e-commerce company that sells pizza”, DPC’s digital strategy has been a major driver of the company’s impressive business success.

  • Case Study: Email, Digital Advertising and Social Media
    • CHALLENGE

      DPC is a privately held company, running a lean organization with no TV advertising, no digital marketing or IT departments, and a limited operations budget. In order to grow the business, DPC recognized the importance of building a world-class digital presence and sought out HS2’s leadership in this area.

      SOLUTION

      Knowing the increasing importance of online ordering to Domino’s overall business results, HS2 embarked upon a multi-channel digital marketing strategy for DPC beginning in 2009. Our responsibilities include the creative design, development and campaign management of over 40 million responsive marketing emails sent annually. We also create and manage DPC’s search engine marketing (SEM), display advertising and social media advertising programs, and manage all aspects of the company’s social media presence.

      RESULTS

      With the help of its eCommerce and digital marketing platform, Domino’s has enjoyed spectacular growth, posting record sales in back-to-back years. DPC’s digital strategy has undoubtedly contributed to this business success, with online sales growing at an annual rate of over 40%.

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