For many brands and franchises, centralised marketing often leans toward a one-size-fits-all strategy - but what works in one market doesn’t always resonate in another. Delivering truly localised, highly targeted marketing at scale has historically been viewed as challenging. Today, thanks to the advancement in technology, businesses have the powerful opportunity to customise their messaging to suit specific customer demographics and preferences. This is a game changer for franchisees operating across diverse geographic regions, serving different communities, languages, store formats, and price points - allowing them to connect more meaningfully with their local audiences.
Domino’s Pizza Enterprises has taken a bold and inventive approach to digital marketing by teaming up with Australian tech company Taguchi. Faced with the challenge of managing sophisticated marketing campaigns across 12 international markets, Domino’s needed a system that could deliver both personalisation and scalability – without complexities.
Taguchi’s ‘Distributed Customer Engagement’ platform provided the perfect fit. It allows Domino’s to centralise its brand messaging, while giving individual franchisees the tools to run local campaigns, tailored best to their customers. This balance between control and flexibility empowers both national and local teams to act quickly and effectively, enhancing overall campaign impact.
The strategy is both creative and practical. With built-in automation, real-time analytics, and seamless integration with existing systems, the platform helps Domino’s connect with customers in a meaningful way - sending the right message at the right time, based on real data. Whether it’s knowing a customer’s favourite order or understanding when they typically buy, this personalised approach drives stronger engagement and builds loyalty.
This partnership with Taguchi has not only elevated Domino’s digital marketing - it proves that customer relationships are more than just pieces of the strategy. They ARE the strategy.
image source: https://www.dominos.com.au/about-us/who-we-are/social-responsibility
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On paper, expanding a food brand between the US and Australia looks like a surefire win. Both are wealthy, English-speaking Western nations
with a massive appreciation for burgers, barbecues, and convenient dining.
Yet, the corporate graveyard is filled with cross-continental flops. Most recently, Australian favorite Guzman y Gomez (GYG)
conceded a $13 million operating loss and pulled the pin on its major US expansion plans, while the US chain Carl’s Jr.
plunged into voluntary administration within Australia.
For the last decade, we’ve all been obsessed with ranking #1 or at least the 1st page on Google. We’ve spent countless hours on SEO, backlinks, and keyword density on top of 'paying to play'. But if you’ve noticed the landscape shifting, you’re not imagining it.
We have entered the era of the AI-Answer Engine. When a customer asks a question like "Who is the best local provider for X?" AI platforms
like ChatGPT, Google Gemini, and Perplexity aren't just giving them a list of links.
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