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SEAN EVANS: Hey, what’s going on, everybody.
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For First We Feast, I’m Sean Evans, host of Hot Ones,
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the show with hot questions and even hotter wings.
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On this episode of The Update, I’m joined by Domino’s CMO Art D’Elia
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and Domino’s Vice President of Media Christopher Thomas-Moore
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to talk about driving awareness on YouTube.
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SEAN: The good thing is we start off with baby steps.
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This first one is The Classic Garlic Fresno Edition.
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It’s the first sauce that we use on the show.
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ART D’ELIA: I agree. Not too bad.
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CHRISTOPHER THOMAS-MOORE: Okay, okay.
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SEAN: Okay, so let’s dive into the Domino’s story.
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Most people watching are probably like me. They think it’s Domino’s. It’s pizza.
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But, Art, I’ve seen you describe Domino’s as a tech company that
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happens to sell pizza, wings, and other items. Can you tell us how you got there?
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ART: Yeah, I’d start with how we think about pizza. We think pizza is magic.
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And then about ten years ago, we realized part of the magic was to make it easier to order.
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Pizza is about convenience. And that’s really where technology came into play is
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how we could, you know, allow people with zero clicks or on any platform
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to be able to order pizza when they’re hungry.
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SEAN: You heard it here first.
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Are you guys ready to move on down the line?
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This next one is the Seafire Gourmet Reaper. It’s gonna have, like a really,
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like you’re going to really taste the burnt chili in this one.
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It’s gonna taste like a campfire, kind of.
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ART: This one I got to get mentally prepared for.
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CHRISTOPHER: The label on this is so scary.
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SEAN: So, about five years ago, we made the decision to launch our show on YouTube,
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which is basically out of necessity, but a charming by-product of all that
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is it’s allowed us to reach this massive and highly accessible audience.
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What do you see is the opportunity for your brand on YouTube?
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CHRISTOPHER: YouTube provided that ability to scale and drive reach.
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And we were able to capture audiences that we otherwise were not capturing in traditional TV.
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And we saw that there was incrementality especially
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within younger demographics within this program.
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If some of the audiences that we were pulling through this YouTube campaign
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versus what we were seeing in the rest of our media mix.
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YouTube is a little different in the sense of people think digital videos,
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high funnel brand awareness activity.
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And for us, we treat it very much like any of our other DR products and programs
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where we were expecting a healthy return on that investment.
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SEAN: Alright, guys, this is The Last Dab.
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We call it The Last Dab because it’s tradition on Hot Ones to put a little extra on the last wing.
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You don’t have to if you don’t want to, but we have come this far.
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ART: That doesn't wait to build. That smacks you right out of the gate.
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CHRISTOPHER: Woo. Wooooo.
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ART: Now I know why this was the last one.
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SEAN: Save the best for last, always. But here’s the thing.
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We’re at the end of our spicy food journey. We’ve hit on a lot of different things,
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but there’s only one thing to leave it on and that’s this:
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you’d be hard-pressed to find a business, a media company,
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anything that hasn’t had to shift how they do things in the new world.
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What does that look like for your business?
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ART: Like everyone, we had to move really fast when we were facing this crisis,
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and you know, for us, that first meant
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how do we protect our employees and how do we protect our customers.
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And very quickly, you know, we had to come up with ways
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that we could safely deliver food and find ways for customers
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to safely pick up food at our stores. So that was the most important thing.
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CHRISTOPHER: The Domino’s story is really interesting because
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there has been a lot of focus over the years on technology and innovation.
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And I feel like, at the time, we had no clue what that was really preparing us for,
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and it was preparing us for the environment that we’re in.
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Thankfully, we had, you know, the infrastructure to be agile
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and to be able to move the business quickly to address the current needs of our associates
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and our team members and our stores as well as our customers.
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SEAN: What a note to send it out on,
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and I just want to give you guys a round of applause from this side.
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I know it’s not easy coming off the street, taking on these hot sauces.
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It’s exciting to see Domino’s reimagining everything they do
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from product to delivery and marketing.
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So until next time, I’m Sean Evans. This was Hot Ones.
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ART: That one is hot.
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SEAN: You guys did great. You guys did great.
