Watching overtime of the World Cup match between USA and Belgium yesterday afternoon was perhaps the only thing more stressful than the hour and a half wait our entire LA office endured for our order from Domino’s pizza.
There we were, 43 minutes into the match and 50 very hungry Americans. How did this happen? Ask Domino’s. Apparently Domino’s didn’t plan ahead for the demand during a rather popular sporting event such as, oh I don’t know, the World Cup, and a match that just happened to coincide with lunch time (1PM). How could you not know? How could you not at least factor in a good response or backup plan if you absolutely get inundated with requests for pizza and wings?
Let’s set the stage; we knew on Monday afternoon that we would be hosting a work/watch party at the office. We called to place the order late Monday afternoon, then called again Tuesday morning to confirm the order and its delivery time of 12:30PM.
We called at 1PM to see what the status was.
We called at 1:30 to get an ETA on the driver delivery.
We called at 2PM to try to speak to the manager.
Finally, at 2:15PM pizza arrives. Is it the correct order? Who cares?
Far be it for me to know the inner workings of Domino’s but, as a marketer, wouldn’t it have been better to anticipate a large volume of orders in line with a popular sporting event? Based on interest over time* from Google Trends, Domino’s showed (4), pizza (21), world cup (100) which means that today, the search term “world cup” garnered at least 10% of search interest. Look at “pizza” over time, the term only continues to slowly rise and maintain popularity.
Now, what if you overlay this with another live, prominent sporting event like “super bowl”. Here’s what you get:
Now try the search term “olympics”. More search blips:
The point is, there are always major sporting events and there will always be pizza. There is no excuse not to be ready, no reason not to plan your advertising and search marketing campaigns accordingly with major real time events. Hockey has the Stanley Cup, baseball has the World Series, and soccer has the World Cup going on right now! You’re missing the mark if you’re a Quick Service Restaurant (QSR) or pizza delivery business, Domino’s, that offers delivery and you’re not capitalizing on the search opportunity.
*Interest over time Numbers represent search interest relative to the highest point on the chart. If at most 10% of searches for the given region and time frame were for “pizza,” we’d consider this 100. This doesn’t convey absolute search volume.