”Lean and mean”
The red and blue domino, representing Domino’s Pizza, is one of the world’s best known logos. The company started trading in 1960 and now has 15,000 outlets in over 80 countries. One of those countries is Iceland where Magnus Haflidason holds the franchise for Domino’s Pizza. As the CEO of the company that was launched in 1993, he oversees the work of 22 restaurants, located mostly in the Reykjavik city area. Domino’s Pizza Iceland also participates as shareholder in the Scandinavian side of the business.
The marketing side of the operation, according to Magnus, is “lean and mean”. Two marketing team members are overseen directly by the CEO. “We rely on external partners, such as ad agencies, for much of the design, production and creative work.” Magnus first came across brandr Index when he was working for Vodafone in Iceland. “It was used there for setting marketing and sales strategies, so I was aware of it before I joined Domino’s. And Vodafone continued using it again after my time there.” He was also aware of the work of Fridrik Larsen, the inventor of brandr Index.
”This was really important, because it helped us reach our customers. What we knew from the Gallup surveys was that our most negative feedback comes from people that never order our product and have no interest in it. brandr Index has helped us reach our real customers, whose feedback is actually the most valuable. So, cost, reach and depth of information are the top three upsides to using brandr Index”
Very easy to work with
“At Domino’s Pizza we used brandr Index in early 2022. Its advantages, compared to surveys by other companies that we had used in the past, are numerous. The first upside—important for a company of our size—is that it is less expensive than the alternatives. It gives us deeper data for less, and from a broader group of people. For instance, we did an annual survey with Gallup, and got around 900 to 1000 replies. When we did it with brandr Index we got more than 5,000 replies.”
“This was really important, because it helped us reach our customers. What we knew from the Gallup surveys was that our most negative feedback comes from people that never order our product, nor have any interest in it. brandr Index has helped us reach our real customers, whose feedback is actually the most valuable. So, cost, reach and depth of information are the top three upsides to using brandr Index.” Magnus says that when he got the results for the first time he was pleasantly surprised.
“Part of the strength of brandr Index is how the results are presented. It is very easy to work with and share internally. Anybody with even a remote understanding of marketing or customer relations will have an easy time interpreting the results. You could present it to the board or the CFO, and these are the people who are often not very marketing-oriented. That also made it stand apart from the competition, the results were very accessible.”
It tells you how you are positioned in consumers’ minds
“Perhaps it is soon for us to tell whether brandr Index has helped us achieve our strategic objectives, but it definitely gave us a sense of how we were progressing and where we stood. Long term, it will certainly help you, because it tells you how you are positioned in consumers’ minds. All of this, of course, under the provision that you actually use the data. Because, you will get a lot of it, and then it is down to your marketing team to make good use of all the information.
“I recommend brandr Index to anyone who asks me. You would have to be a very specific company or organisation not to find it useful. This being the end of 2022 we are just about to conduct the survey again. It is a great tool, it is very easy to execute and the data is presented in an understandable manner. I would also like to see further iterations of the survey tailored even more tightly for smaller companies such as ours. Overall I am very positive about brandr Index and think it is a great tool.”
“Perhaps it is soon for us to tell whether brandr Index has helped us achieve our strategic objectives, but it definitely gave us a sense of how we were progressing and where we stood. Long term, it will certainly help you, because it tells you how you are positioned in consumers’ minds. All of this, of course, under the provision that you actually use the data. Because, you will get a lot of it, and then it is down to your marketing team to make good use of all the information.”
