Domino’s Pizza was finally launching in Sweden, opening its first restaurant in Malmö in January 2017. How could we make sure that the first Swedish restaurant opened with a bang?
Through popular culture, Domino’s Pizza is already quite a well known brand in Sweden. We gave Domino’s Pizza a Swenglish tone of voice, and the opening event was filled with as many American references as possible, ie cheerleaders, American football players and much more. The 50 people first in line received a year’s supply of pizza, and free pizza and Coca-Cola was served to everyone that attended the event. We also worked in close collaboration with influencers who held their own competitions, invited viewers to a mukbang and also composed and made signature pizzas, which were sold in the restaurant during a limited period of time.
People started queuing 24 hours before the opening. Our social media following grew from 100 to 3,000 within an hour following the first influencer posts. And the most asked question on social media was and still is ”When are you coming to my city?”. Today Domino’s Pizza has invested in two more restaurants in Malmö and more are to come.