Marketing Madness

Say, I do, to Pizza and Weddings

Just before Valentine’s Day two years ago, Dominos debuted their very own registry. Yes, you read that right. The pizza chain was sure newlyweds dreamt of pizza for their big days and those that follow, and Dominos gave consumers what they desired: a pizza wedding registry.

Are you skeptical of the Dominos registry impact? Believe it or not, Dominos credits fans for the idea.

Dominos Digital Marketing Director Kate Trumbull said, “Our customers constantly tell and show us on social media how pizza plays a role in their wedding, whether it’s for the bridal party, a late-night treat for the reception and other day-of experiences.”

The Dominos pizza registry’s main objective is to provide couples with wedding gifts they’ll actually use, as opposed to fine china that will stay in the cupboard for 364 days a year.

And if the happy couple can’t decide on china, maybe they can decide on pizza. “Our registry aims to bring couples together over their shared love of pizza,” said Dominos spokesperson Jenny Fouracre.

The Dominos wedding registry offers consumers the option to purchase pizza credit on behalf of their engaged friends. Dominos advertises their pizza registry as a solution for bachelorette parties, date nights and everything between. Aside from assisting with romantic dinners, Dominos launched this registry to generate buzz.

Within the first seven days of the registry’s launch, Dominos hosted more than $1 million worth of pizza credits with more than 3,000 registries created.

One pizza registrant, bride Laura Krahel, noted she still had a normal registry but was intrigued by the Dominos pizza registry, calling it fun and mentioning that pizza was a staple in her life. Krahel said, “I know a lot of groomsmen who’d want to give Curtis [her now husband] this gift instead of maybe buying something for the kitchen.”

Domino’s cheesy addition to romance garnered 1 billion impressions, spanning over 165 countries in its very first week, too, so it’s safe to say the registry has been successful.

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Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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