Domino’s Scaled Personalised Marketing

Taguchi + Domino's

How Domino’s mastered customised messaging at scale.

One platform across global markets

Localisation where relevant

Personalised communications with customers

Data driven marketing made possible

Challenge

Domino's Pizza Enterprises, operating in 12 global markets, faced a significant challenge in enhancing its customer relationship management (CRM). The company needed a solution that could deliver sophisticated marketing results; a platform that could manage centralised brand campaigns while also allowing local stores to implement targeted, store-specific activations.

We needed a solution that could blend our national and local marketing levels efficiently across markets.

“One of the biggest challenges in CRM is the ability to understand our customer enough, to be able to communicate to them with purpose and value. Another is being able to build sustainable automations that, for an organisation like Domino’s, can be scaled across all our markets quickly and easily.

Having our teams build the campaign sophistication required to power national marketing campaigns is key to growing franchisee profitability. In addition to that, we also believe giving local stores the ability to run their own local store marketing provides them the control to move quickly on store-specific activations”.

Adrian Westwood
Head of CRM, Domino's Pizza Enterprises Limited

Finding the right solution

Domino’s chose Taguchi’s distributed customer engagement platform to meet these needs. Taguchi offered a flexible, customisable system that balanced the requirements of both national franchisors and local franchisees. This dual approach enhances both the commercial impact and brand consistency of marketing campaigns, says Taguchi CEO Dean Maidment.

“Distributed marketing automation software can help marketers implement and manage multiple aspects of a marketing strategy with speed and efficiency by letting the software do most of the work,” Maidment says.

Using Taguchi’s smart platform, organisations can select the level of control or flexibility that matches their strategic goals and operational requirements. This helps maximise the effectiveness of data-driven marketing campaigns while maintaining a cohesive brand identity.

Franchisees and franchisors have access

The platform allowed Domino’s national marketing team to retain control over the strategy, branding, and broad messaging while enabling local stores to personalise their marketing efforts. Franchisees could adjust offers and content based on their specific stores’ needs, maintaining brand cohesion while responding quickly to local market demands.

Seamless integration and support

The integration process with Taguchi was smooth. Westwood praised the company for its attention to detail, especially when onboarding 11 different markets. Taguchi worked closely with Domino’s to ensure seamless integration with existing CRM and e-commerce platforms, future-proofing the business and setting up efficient data flows.

Results and benefits

The partnership between Domino’s and Taguchi led to notable improvements in marketing performance. Tailored customer journeys, powered by Taguchi’s email delivery system and SMS integrations, allowed Domino’s to communicate with customers in a more personalised and meaningful way.

Domino's Head of CRM, Adrian Westwood highlighted the importance of this, noting that personalised messaging significantly improved customer engagement and commercial outcomes.

"Taguchi is now used by all DPE country operations. This has enabled us to scale our concepts tested in one market to all our markets a lot more efficiently. It also enables our centralised teams to support our local markets more effectively as all users become experts on one platform,” Westwood says.

Franchisees also benefited from easy access to campaign analytics via dashboards and reports. This allowed them to maximise their ROI by identifying which promotions performed best and understanding their most profitable customer segments. According to Maidment, this data-driven approach helped Domino's optimise communication strategies and balance overcommunication with underservicing customers.

Future developments and personalisation

Looking ahead, Domino’s and Taguchi continue to explore ways to refine message personalisation and improve customer interactions. Westwood emphasised the importance of personalised messaging in fostering customer loyalty:

“Our testing has shown that speaking to a customer as an individual person, by knowing their name, knowing how many pizzas they buy and what occasions they like to buy for, helps us to deliver more meaningful communications.”

Conclusion

Through its partnership with Taguchi, Domino’s has been able to scale its digital marketing efforts, balancing national and local marketing needs. This collaboration has empowered franchisees, improved customer engagement, and kept Domino’s competitive in a fast-evolving digital landscape.