Dominos Pizza said the third quarter rise was a result of more people staying at home, with Chris Moore chief executive crediting its tactical marketing campaigns with much of this success.
Domino's among the most popular vouchers
Requests for Domino’s Pizza Vouchers are among the most popular on the web. According to Hitwise three out of the top 10 searches for vouchers on Google involved pizza brands.
However Auld did not feel the brand would be permanently harmed by relying on vouchers to increase sales, which is an accusation levelled at many price promotions.
"Delivering value for our customers has always been part of our strategy but it is essential to strike a good balance using a wide range of marketing activities.
"As Domino’s is a franchised business, the stores run their own marketing as well as participating in our national promotions."
Auld added that many of its voucher promotions are targeted around sporting events and other occasions where people are likely to be treating themselves while at home.
Vouchers are good fit for Domino's
Tim Hill marketing director of branding agency Futurebrand said Domino’s decision to use vouchers as a tactical marketing tool was unlikely to hurt the brand.
"It’s about them being a consumer champion and any good brand is giving deals and promotions. People are likely to remember them and that builds loyalty. Long term it can have an effect on value and price but for Domino’s that’s the space they should be in."
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