Domino’s Singapore targets impulse orders with brand refresh
The pizza chain has launched the Thick Crunch range to boost orders beyond parties.
Domino's Pizza Singapore Pte. Ltd. is shifting its marketing toward impulse purchases, betting that customers order more often when acting on cravings than for planned occasions.
Domino's Pizza Singapore launched its "Unbox Your Cravings" campaign and Thick Crunch Pizza range on 2 June to encourage more frequent orders.
“Our observation of consumer behaviour is that ordering Domino’s has traditionally been tied to occasions or group moments,” Nicholas Pang, country manager at Domino’s Singapore, told QSR Media Asia.
“We saw an opportunity to shift that—encouraging consumers to act on their cravings whenever they strike, not just when there's a reason to celebrate,” he added.
The campaign includes a refreshed brand identity that will be rolled out across stores, packaging, rider gear, and uniforms.
Pang said the strategy is less about changing the company’s core offering than increasing how often customers think about the brand.
Digital channels are expected to play a key role in the shift, with Domino’s using its website, app, and social media to make ordering easier.
“In practice, that means maintaining a strong always-on presence across social and digital channels and leaning into our app or website,” Pang said in an emailed reply to questions.
The company is also testing menu innovation through the Thick Crunch Pizza range, reflecting Singapore consumers’ willingness to try different food options.
“We know that consumers in Singapore are genuinely open to novelty,” he said.
Domino’s said it would monitor customer response before deciding whether the Thick Crunch range becomes a permanent menu item.
“For us, success is really about how people feel about Domino's after this—seeing consumers embrace the new identity and choose the brand more instinctively when a craving strikes,” Pang said.
The company said its immediate focus is on introducing the product and gathering customer feedback before considering further changes.
