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Domino’s mobile platforms are one the UK’s most successful examples of brands using mobile – in March the fast food company announced it took £1m in sales via mCommerce in a single week (Q1, 2012).

But why are consumers flocking to devour Domino’s mobile platforms?

Domino’s Mobile: Offering Convenience Via Mobile

As mobile devices are inherently convenient, it’s no wonder that fast food companies find it a natural platform; Domino’s heavy involvement in mobile reflects this.

By offering consumers the ability to order a pizza wherever and whenever they choose, Domino’s generated £10m of sales through its iPhone app in eight months (as of September 2011) and reported in March that 13% of all digital sales were made via tablet or smartphone.

Mobile Part of Marketing Campaign

Domino’s understand that a successful mobile programme needs to not only run parallel to a marketing campaign, but be a detailed, integrated part of it.

It’s no shock then that since the release of it’s mobile solutions, Domino’s has released numerous marketing campaigns designed to link closely with it’s social media presence. A notable example being the use the monetization of its online community by running a ‘reverse auction’ (lowering the price of a pizza as more people tweet about it).

Simon Wallis, Sales and Marketing Director at Domino’s, commented this campaign was devised to ‘reward’ Domino’s 470,000+ Facebook fans and 124,000+ Twitter followers. This philosophy is echoed by Nick Dutch, Multi-Media Manager at Domino’s who states;

“It’s not just about using social as a marketing channel but as a means for communicating and listening with consumers. Being a social brand is important for us because pizza is a social product – something people get together to share with friends. Being a social brand enables us to amplify Domino’s messages and to extend the reach outside of the core times people will want to order a pizza.”