2016 Winners & Shortlists

Brief Explanation

With over 130 branches across Saudi, Domino’s pizza is a leading pizza brand famous among every Saudi household. The brand caters for different tastes and is known for its variety of pizza, appetizers and continuous innovative food products.

The Brief

Every Ramadan, Domino’s suffer from an average 80% decrease in sales as people tend to choose homemade food over anything else especially if perceived as fast food. The brief was to counter the decrease in sales by an amount of 50% if possible using any means necessary.

How the final design was conceived

Since people were consuming small pastries during Ramadan, we decided to resize our pizza into small sized pastry-like treats to make it more relevant and bring back interest in this category. However the design process was not that easy. We had to re-invent the production process to produce mini pizzas for a brand that has been producing regular sized pizzas for decades. In addition, we had to reconfigure the baking process as mini pizzas need lower temperature and less time in the oven. Not to forget, the packaging that had to be reworked to fit the small sized pizzas; a process that required the production of totally new tailor made packs.

Indication of how successful the outcome was in the market

After trying many types of promotions during Ramadan with no solid results, Domino’s pizza was finally able to not only counter the decline in sales (80%) but was also able to increase the sales by a staggering 35%. This positive result was a great indicator that sometimes you need to think outside the promotion field and find solutions in the design process. In our case, a solution that proved to be very successful.