You might not think of pizza brands as digital innovators, but they boast some of the highest scores in L2’s Digital IQ Index: Restaurants. Domino’s and Pizza Hut are digital Geniuses, according to the study, and competitor Papa John’s joins the Gifted category.
Below are a few lessons from their success that brands in any sector can absorb:
Use fulfillment to drive site traffic. Many restaurants leave online ordering to delivery services like GrubHub and UberEats, even though adding this capability can exponentially increase visits to the brand site. Pizza brands are an exception. Ordering a pie on the Domino’s or Pizza Hut site is quick and efficient: the option is easy to find in the primary navigation menu, and welcome coupons conspicuously placed on the homepage create additional incentives. Users can also check out as guests, encouraging customers who might be reluctant to spend time on a lengthy signup process.
These investments have a clear payoff. Pizza brands lead the Index in site traffic, accounting for more than 25% of visits to restaurant brand sites.
Think mobile. Looking more closely at site traffic, it’s clear that consumers increasingly use their phones to order food. Domino’s, for instance, registers eight million monthly desktop visits and 17 million monthly mobile visits. The brand has optimized its site to cater to these customers, although L2’s study finds there is still room to improve the experience.
In addition to improving responsive design and mobile optimization, brands can set themselves apart with innovative mobile-specific features. For example, Papa John’s lets users easily split bills with Venmo plug-in PayShare.
Don’t be afraid to innovate. Domino’s has historically pushed the envelope in terms of digital innovation, launching features from order tracking to Pizza Profiles. In February, the brand introduced a wedding registry spinoff that let customers exchange gift cards for pizza and sides instead of traditional gifts. During the launch month, the campaign drove over 240,000 visits to the Domino’s Wedding Registry microsite and earned the brand mentions in various media outlets including Time Magazine, AdWeek, and NBC. Even more impressively, consumers searched for “domino’s wedding registry” over 40,000 times, outnumbering searches for the traditional registries operated by Macy’s and Amazon.