18 stories
Dodo Pizza first tv ad campaign: the results

21 August 2018

Dodo Pizza first tv ad campaign: the results

Some people say nobody watches TV anymore. No use advertising your brand on national channels—go online! Yet this spring, Dodo Pizza launched its first nationwide TV campaign in Russia.

Three months later, Misha Chernyshev, the company’s marketing director, took the stage at Dodo Pizza’s yearly meetup to report on the results of this promo. Here is a recap of his keynote.

The campaign lasted for 42 days, and Dodo Pizza invested $1.6M in it.

67 million people saw our promo at least once, and 56% of them saw it more than 5 times.

For the first time in our history, our...

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Introducing pasta

02 August 2018

Soon, we’ll start selling pasta in all of our pizzerias in Russia!

Exclusively for Dodo Pizza, our supplier cooks pasta to the state of “al dente.” In our kitchens, we top it with mozzarella cheese, sauce, fresh mushrooms, and other ingredients. Then, everything is baked in the oven for 3–4 minutes at 300° degrees.

I tried it myself—super tasty! We’re looking forward to your feedback.

If you want to create and develop new products, manage and improve our menu in different countries, if you’re trained in marketing, or if you have a scientific mindset or just a natural gift and abundance of motivation, join our product team! Email the team leader Denis Chernovaev at d.chernobaev@dodopizza.com.

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Dodo Pizza to roll out open customer ranking for every pizzeria

27 July 2018

A few days ago, a video went viral on the Russian web. It showed an employee of one of the world’s most respected pizza chains while he was receiving a dough shipment. At one point, a tray falls, and a few dough balls roll out on the road. The employee picked them up, shook the dirt off, put them back on the tray, and carried it to the pizza shop. The camera rises, and we see the company’s slogan promising the best ingredients. The curtain falls.

It’s a true story, and it’s my scariest nightmare. How can we be sure that something like that will never happen with our chain?

Companies grow when they focus all their attention on their customers. Companies grow when their founders are hell-bent on making the best product on the market and try to win every customer. Then, they make some money, open fancy offices, go public…. The founders change aprons for expensive suits and forget about their customers. And then companies start dying.

We don’t want to become one of these companies—and we have a big idea that should help us avoid such a destiny. This week, Ivan Tikhov presented it during our annual Dodo Pizza Partners and Managers Meetup. This year, we’re going to create a tool that won’t allow us to ever forget about customers, no matter how big we become.

It’s a simple tool. But it takes some courage and transparency to implement it. So, what will we do?

40% of our sales already come through our mobile app. Soon, it will start accepting orders not only for delivery but also for dine-in, and this number will increase. We’re also working on our pilot pizza shop in China where there will be no cash desks and cashiers at all—all our orders will go through our app on WeChat. Overall, our team expects that in some not so distant future, 100% of our orders will go through our app—all over the world.

The mobile app allows us to communicate with our customers directly. So we’ll start asking them about every order they placed at Dodo Pizza and encourage them to rate it. We’ll make sure that the vast majority of our customers will be giving us feedback. And this feedback will become the most important metric for our business. It will be more important than sales, profits, or stock value.

We’ll also burn our bridges and make this feedback public. Accumulated in a ranking system, it will be shown on our website and in the app for every pizzeria in our chain—even if for some pizza shops it happens to be not that great. This approach won’t give us any chance to do a poor job when serving our customers. It will allow us to never forget about the main goal of this business—serving people the best way possible.

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18 April 2018

Dodo Pizza to invest $1.6 mln in its first national campaign on TV

This week, we’ve launched our first national ad campaign in Russia. It’s a huge step forward for the company, a new level, and on top of that, a great opportunity for our brand. Why?

It’s simple. Dodo Pizza has become the first brand to be promoted on national TV in the “pizza” category. Previously, our competitors aired their commercials only in regional blocks (for example, only in Moscow). Nobody did it across the country before us.

We’re investing a significant amount of money in this campaign—at least, for us. 100 million rubles—around $1.6 mln. We had to find the best...

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13 November 2017

Domino’s wants me to delete its mentions on Facebook because I’m a rival’s CEO. Should I?

A few days ago, I received an official request from Domino's Pizza Russia’s CEO, Guvenc Donmez. Mr. Donmez asked me to delete my posts that mention Domino's from my personal pages on Facebook and Vkontakte (the most popular social networks in Russia). The grounds? Since I'm the CEO of Dodo Pizza, my posts allegedly express the company's official position.

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