Domino's Big Fantastic Deal
Alex Covert — February 5, 2008 — Pop Culture
References: www02.order.dominos & springwise
Domino's is allowing online users to create their own pizza, name it, and add it to their menu for others to order and enjoy. They call it BFD Builder, aka Big Fantastic Deal. Users can choose from 4 types of crust styles, 6 types of meats, and 6 types of other toppings. Some of the current names include Filthy, Chicago Crime Scene, and Marks Monster. The idea seems to be a hit, as there are over 13,000 unique pizza names (although there are only 144 different possible combinations). Regardless, Domino's is experimenting with the internet - giving their customers a unique experience.
Trend Themes
1. Customized Food - Domino's BFD Builder allows customers to create their own pizza and name it, tapping into the trend of personalized food experiences.
2. User-generated Content - Domino's BFD Builder encourages users to contribute and share their unique pizza creations, leveraging the trend of user-generated content in the food industry.
3. Experiential Marketing - Domino's BFD Builder provides customers with a memorable and interactive online experience, showcasing the trend of experiential marketing in the food sector.
Industry Implications
1. Fast Food - Domino's BFD Builder introduces an innovative way for fast food chains to offer customized food options, disrupting the traditional fast food industry.
2. Food Delivery - Domino's BFD Builder enhances the food delivery experience by allowing customers to personalize their orders, presenting disruptive innovation opportunities in the food delivery sector.
3. Digital Marketing - Domino's BFD Builder showcases the potential of interactive and user-generated content in digital marketing strategies, opening doors for disruptive innovation in the marketing industry.
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