Daily Insights

A Slice of Celebration

By: Mackenzie Baker | Jun 26, 2020

Thousands of weddings, bridal showers, and bachelor parties have been halted during the Coronavirus pandemic, but Domino’s new Rain Check Registry lets couples enjoy small, pizza-themed gifts to celebrate the would-have-been events. Couples can sign up for a registry through Facebook or Google and choose from themed options including “Small Wedding Now, Big Celebration Later” or “Bridal Shower, but Make It Virtual”. The registries can be shared on social media where friends and family can contribute to the virtual program. Couples who do not have a registry can still receive gifts from loved ones who want to honor them with themed gift cards. Virtual gift cards range in price from $15-$100 and can be bought on the Domino’s registry microsite. 

Domino’s could help couples make the best of a difficult situation by creating tongue-in-cheek gift cards. By taking a lighthearted approach to canceled and postponed plans, Domino’s could appeal to couples across the country currently undergoing the stress of rescheduling their weddings. The campaign could also bolster goodwill with current customers and connect with new ones who build a Rain Check Registry. Domino’s push arrives at a time when many Americans remain wary of going out to eat at restaurants, making the brand’s order pick-up and delivery options—which can be done online or on its app—a likely solution for homebound couples. Domino’s convenient delivery and pick-up options are one of the reasons the brand’s monthly active usership continues to grow, according to a Gartner report. In fact, the pizza purveyor’s significant upticks in delivery orders during the pandemic led to hiring 10,000 additional workers to keep up with demand. 

Domino’s is connecting with “should’ve been married” couples during the Coronavirus pandemic by encouraging their friends to buy them pizza. By engaging homebound couples (and their friends and families), Domino’s could strengthen loyalty with consumers looking for a silver lining to canceled plans.