How Domino’s Pizza UK Became №1 for Pizza Delivery Customer Service
COVID-19 has brought many challenges over the last few months and for many businesses it’s been one of the toughest times ever.
Yet, while customers and employees alike continue to live their lives under constraints, the Government has allowed some essential services such as food delivery companies to continue to operate on the advice that specific health and safety guidance is followed to maintain high levels of food safety and hygiene.
For Domino’s Pizza UK this has meant focusing 100% on digital-contactless-delivery. Fully utilising digital channels to engage with and empower customers while reducing physical contact, to keep the nations favourite, freshly cooked pizzas, safely flowing into the hands of customers across the UK.
Listed on the London Stock Exchange and a constituent of the FTSE 250, the Domino’s Pizza Company plc is the largest master franchisee in the Domino’s ecosystem. First entering the UK market in 1985, with its first store opening in Luton, Bedfordshire. No stranger to innovation, Domino’s launched online pizza ordering to the public in 1999 and became the first pizza company to allow customers to order pizzas by text message, with the Domino’s iPhone app quickly following in 2011 receiving £1m in takings in its first 3 months.
Today, almost 90 million freshly handcrafted pizzas are sold to customers in the UK every year.
With a vision to be the worlds number one pizza company, Domino’s Pizza UK are engaging with and supporting customers on social media, working hard during the COVID-19 lockdown to cement themselves as the number one pizza delivery company for customer service.
Meet the Social Media Allstars
The Domino’s Pizza UK team are dedicated to offering advice to customers personally on social media channels, whilst also supporting digital campaigns, in a friendly, relevant and humorous way.
Over the last few months we have seen volumes across all of our social media channels increase by over +100%. At one point we actually received over 3,000 inbound messages in just 1 hour. During this time HelpHandles.com has enabled us to gain a better understanding of our performance against other leading customer first brands...
The HelpHandles™ Service Index has motivated our team during the lockdown, we have been able to stay focused and have adjusted to how we engage with our customers.
This has seen us reach №1 on both the Food and Global Service Index.
In just a few weeks we have been able to easily benchmark our performance and increase our response rates by +30%, despite the sheer amount of volumes we have seen across our social messaging channels and we are seeking to continue to improve on this across all our channels.
Managing Director, Leading Digital Marketing Agency
Track Dominos Pizza UK on HelpHandles.com
Inbound Mention Volume
The Domino’s Pizza UK Team received an overwhelming total of 11,947 direct mentions to their handle between 1st April and 30th April putting them in the top 10% of mentions on the HelpHandles Service Index…
Response Rate
Responding to customers during times of crisis is not easy, and response rates have dropped significantly on the HelpHandles™ Service Index as companies see a surge in volumes and adjust to new approaches to working. Despite this, the Domino’s Pizza UK Team have managed to deliver against the odds, achieving the top 30% of responses in the Food Category on the HelpHandles™ Service Index, responding to a total of 4,061 (34%) direct mentions to their handle during the month of April…
Responses < 30 mins
…of which an amazing 90% (3,655) of those responses were made quickly in under 30 mins…
Sentiment
Much of the success across social media has come from the team’s flexibility to to engage with an increasingly high number of requests in a fun and friendly way….
…and in return the team have received a fantastic positive response from customers who love nothing but to treat themselves to fresh, hot pizza during these particularly challenging times…
Top Hashtags
Most popular hashtags have been diverse during the month of April, with the public engaging with Domino’s campaigns acknowledging the changes to behaviours during these challenging times and of course recognising our beloved key workers across the country…
Free Domino’s for NHS Staff and Frontline Workers
Although times have been tough, the great British public have been resilient in their commitment to protecting the NHS and adhering to Government guidance to stay home. For many businesses and organisations that have been able to remain operational there has been an outpouring of kindness. For Domino’s this has seen the company show their appreciation in a £4 million pizza giveaway donating hundreds of thousands of Domino’s pizzas to NHS staff and frontline workers up and down the country, in a bid to to say thank you for their hard work and dedication during these times.
Conclusion
It’s during the toughest of times that we see the very best in people, and for Domino’s Pizza UK it is their people who have come together from right across the business to work incredibly hard for each other and their customers.
It’s been a stellar effort from Domino’s Pizza UK, from central management to operations, and right across the supply chain, it’s very clear to see that Domino’s Pizza UK have a close knit team who have worked hard to deliver for their customers, and even more so during these challenging times. By working together as a team in the face of adversity they have seen some incredible results for their customers.
For this effort, Domino’s Pizza UK have been rewarded as the №1 for Pizza Delivery Customer Service on the HelpHandles™ Service Index
Well played Domino’s Pizza UK!
