The leading pizza chain, Domino’s Pizza of Jubilant Food Works, is currently offering discounts to (COVID) vaccinated customers in India. This offer can only be availed on the Domino’s app. it’s a bid to drive traffic and transactions to the app, instead of third-party food aggregators like Swiggy/Zomato.
The campaign is titled #HaathBadhao #VaccineLagao India. As a neighbourhood of this scheme, the purchasers can avail of a complete discount of ₹400, which may be claimed on four orders, with a private discount of ₹100 which will be availed on each order.
According to a report published within the Mint, as of March 31, 2021, Domino’s Pizza had 1,360 restaurants across 293 cities within the country. As of the March 2021 quarter ending, the pizza chain had 57.3 million applicationthese downloads.
Both in India and abroad, Domino’s joins an array of brands that are incentivising vaccination by offering discounts, freebies and more. To sweeten the deal and make the country a touch healthier, some companies are offering gifts, freebies and discounts as an incentive for people to urge vaccinated. These brands include Uber, McDonald’s, Godrej Appliances, Chaayos, boAt headphones, and more.
Well-intentioned, but is there more to the initiative?
N Chandramouli, CEO, Trust Research, begins the conversation by putting forward the facts. Domino’s, as a corporation, has been doing better than other QSR chains and outlets, despite the pandemic. It might not set Domino’s back to place out a suggestion like this one in India.
“It is a honest initiative, but make no mistake – it’s not a CSR (Corporate Social Responsibility) initiative. It’s a flash marketing initiative. The ingredients don’t cost that much, and I’m glad Domino’s is doing this. it’ll propagate the news that vaccinations are good, which is that the message that we’d like to be spreading. It also helps that it makes vaccinations more fun, therein sense.”
Suman Srivastava, a brand consultant, and founder and innovation artist at Marketing Unplugged points out that Domino’s is one among many brands offering discounts for those that are vaccinated. this is often the company’s way of going with the flow.
“Sales are down, and almost all businesses are down. So, this might be how to bring the purchasers back to the fold and obtain them to consume again.”