For the next several weeks, Domino’s will be giving customers more of what they want: good prices on pizza. It’s a sure sign that consumer demand for value isn’t slowing down and that independents will have to keep up if they want to compete with major chains in an era of tighter wallets and shrinking savings.
The largest pizza company in the world is now offering pizzas with any crust and any toppings for $9.99 each when customers order online between February 10 through March 2. Customers can choose from Hand Tossed, Handmade Pan, New York Style, Gluten Free or Crunchy Thin Crust as part of this deal.
Note that the value deal is available for online orders only. Domino’s continues to focus not only on value but on harvesting customer data, effectively killing two birds with one well-chosen stone.
“With Valentine’s Day right around the corner, what’s not to love about this offer?” said Kate Trumbull, Domino’s executive vice president-chief marketing officer. “Domino’s is known for providing abundant value, and this is no exception. We’re excited to give customers another fantastic, customizable deal to enjoy.”
Domino’s latest value deal applies to both carryout and delivery. “Whether you’re celebrating Galentine’s Day with friends, having a cozy night in with your person or are simply wanting to enjoy pizza night, Domino’s ‘Any Crust, Any Toppings’ deal will be a hit. This might just be our best deal yet!”
The very fact that Domino’s deals keep getting better is telling. Of course, the period around Valentine’s Day is ripe for value deals and for gathering customer data. But the Domino’s deal extends throughout February, suggesting that it’s about more than celebrating the lovebird holiday.
In other words, the value wars are still raging in the restaurant business. Christopher Hydock, a Tulane University professor specializing in consumer experience and retail pricing, recently told USA Today that more than 50% of Americans are “eating out less than they used to.” Thus, he noted, restaurants are “forced to compete for fewer customers, which forces them to find ways to differentiate their offerings. Since price is also increasingly a concern for customers, value meals are one logical way of doing so.”
As an independent pizzeria operator, what kind of value are you offering your customers?
