SENSORY BRANDING

OF DOMINO’S

By:
Shobhit Kishore
UM20169
 PBM Assignment
By: Shobhit Kishore
(UM20169)

About Domino’s:
Domino's, which was founded in 1960, is the world leader in pizza delivery, with a network
of company-owned and franchise-owned locations across the United States and
internationally. Domino's is a group of extraordinary people on a quest to become the world's
finest pizza delivery company.
The first Domino's Pizza outlet opened in New Delhi in 1996. Domino's Pizza India has
stayed committed to providing excellent taste pizzas and sides, outstanding quality,
exceptional guest service, and value for money over the years.

Sensory Impressions:
 Food photos - The first thing that comes to my mind is hot cheese pouring out of a
pizza slice. The user is plainly hungry, therefore the graphics assist trigger the
purchase by simulating the customer's hunger. They don't simply show pizza in the
photographs; they show all of their meal alternatives.

 Smell - Domino’s were among first few brands to use smell to their advantage. They
make sure that as soon as customer enters any Domino’s store, they get the smell of
Pizza. This is enough to make hungry the hungrier.

 Taste - Domino's has realized over the years that the best way to target a localized
audience is to include some local flavors. Domino's has dominated the Indian market
with specialties such as Peppy Paneer, Kebab Pizzas, and Cheese Burst Pizza. It also
serves garlic bread, Choco lava cake, spaghetti, and wraps, in addition to the unusual
pizzas. Domino's has been steadily extending its menu to include a perfect blend of
Indian and Western flavors in order to maintain its high success record.

 Touch – Just touch it hard enough and the cheese will burst out from inside. The
edges are crusty and slice is soft enough to melt inside your mouth. They have
constantly done R&D to make their products compact and easy for the customers to
differentiate from competitors just by touching it.
Negative Sensory Impressions:
The reason I chose this brand is because it is a master of sensory marketing. They have
mastered this art and there is hardly anything that goes against Domino’s when it comes to
sensory Impressions.
Personally, it is the one of the first international brands that I have come across and since then
it has become my favorite. And I believe there are no negative sensory impressions attached
to the brand.