Domino's Reports Q4 Sales Growth

- Domino's leverages short-form video on TikTok by tapping into viral trends; in November 2025, the company launched a $6.70 pizza deal inspired by the viral "67" meme, which originated from a song by the artist Skrilla and was popularized by basketball player LaMelo Ball. - The company encourages user-generated content through co-creation campaigns like "Pizza Mogul," which allowed customers to design their own pizzas, share them on social media, and earn between $0.25 and $4.50 each time their creation was purchased. - On TikTok, Domino's strategy involves partnering with a rotating selection of UGC-specialized creators in different cities to generate a high volume of authentic content, which the brand then licenses for its own channels. Some of these creator videos have gone viral, reaching over 4 million individual views in a single day. - To drive digital sales and engagement, Domino's implemented the "AnyWare" campaign, enabling customers to place orders through various platforms and devices including Facebook Messenger, smartwatches, and by tweeting a pizza emoji. - The brand adapts its content format to each social media platform, using behind-the-scenes video of pizza making on Instagram and TikTok to build relatability, while employing a humorous and responsive approach to customer service and memes on Twitter. - In a 2022 campaign in the UK, Domino's used a "Tweets For Treats" promotion that discounted a pizza based on the number of tweets using a specific hashtag, resulting in a 14.6% increase in overall revenue to £43.6 million. - To promote new products on Instagram, Domino's utilizes gamification, such as running draws and interactive games with multiple-choice questions to educate users about new pizza offerings and discounts. - The company's digital-first approach extends to in-game promotions, such as creating a themed virtual space in Fortnite in 2024 to promote its "Emergency Pizza" offer and pizza tracker to younger audiences.