Campaign details
Brand: Domino'sAdvertiser: Domino'sEntrant: VCCPCategory: Single MarketPrincipal author: Ellie Gauci, VCCPContributing authors: Lucy Chaudhuri, VCCP; Daryl Swinden, VCCP; Clare Hutchinson, VCCP; Tabitha Parkes, Havas Media Group; Tom Skinner, Ebiquity; Sarah Reed, Ebiquity; Rebecca Rose, Domino's Pizza Group UK&I; Grace Kite, Magic Numbers
Introduction
Covid-19 was a boom time for the home food delivery category.
So, why did pizza market leader, Domino's UK, face a fierce decline in market share?
Food delivery apps like Just Eat (aka the 'aggregators') were already a growing threat to Domino's, but the pandemic...