Domino’s Pizza Makes More Dough With AI-Powered Content 

The pizza industry is incredibly competitive, with global players, local chains, and mom-and-pop pizzerias all vying for the same wallet share. 

Challenge

Domino’s has a globally recognized logo, and invests millions every year in building and maintaining its brand voice … so, how can it increase customer engagement while staying on brand and keeping hundreds of franchisees happy? 

Solution

Domino’s worked with Phrasee to optimize its email subject lines and push notifications across the UK and Ireland to personalize content for its audiences in these countries. 

Its goals were to increase long-term customer loyalty, reduce churn, and drive more orders, supported by an “app-first” mentality, where the app would become the flagship ordering platform. AI-optimized content would play a key role in reaching these goals, as it allowed Domino’s to tailor its messages depending on what was resonating with customers.  

Impact

Domino’s put its “crust” in Phrasee, and now it’s making “dough,” thanks to a 57% average click rate uplift and 26% email open rate uplift.