Since opening its first location in 1952, Dominó has been synonymous with tradition and flavor in Chile, bringing smiles and its signature completos to every corner of the country. With over 70 years of history, this family-owned business has continuously reinvented itself, adopting digital tools and innovative strategies to stay connected with its community.
In its quest to offer a more personalized and relevant customer experience, Dominó partnered with Minders and implemented Braze, a customer engagement solution that transformed how the brand interacts with its users.

Challenges Before Braze

Before adopting Braze, Dominó faced several marketing challenges:

• Lack of personalization – Communications were generic and didn’t reflect customer preferences.
• Low campaign effectiveness – No tools to measure real-time impact or adjust strategies.
• Limited engagement – Despite having a loyal customer base, stronger connections were needed.

The Solution: Braze and Minders’ Strategic Support

With Minders’ strategic guidance, Dominó quickly implemented Braze and leveraged its capabilities to enhance engagement. Minders provided both technical support and a clear vision of how Braze could drive Dominó’s marketing objectives.

Key Results with Braze

• Increase in unique customers and purchase frequency – Personalized campaigns led to more customer interactions and repeat purchases.
• Higher engagement in Club Dominó – Sales through the loyalty program grew significantly, solidifying it as a key revenue channel.

“With Braze and Minders’ support, we personalized every interaction, deepened customer connections, and took our relationship with them to a whole new level.”
— Soledad Miranda, Product Manager at Dominó

Campaign Highlights: Driving Engagement and Conversions

El Completo de Oro: Gamification for Higher Engagement

In May, Chile’s Mes del Completo, Dominó launched El Completo de Oro, a gamification campaign designed to engage customers throughout the month.

Challenges included:

• Inviting new friends to join Club Dominó.
• Answering trivia about completos in Chile.
• Making in-app purchases to unlock promotions.

Results:

• High user participation, with committed users staying engaged until the end.
• A grand prize winner received one year of free completos!
• More than just rewards, this campaign strengthened customer relationships, taking engagement to the next level.

Uber Eats Awards: High-Impact Mass Communication

To compete in the 2024 Uber Eats Awards for Best Chilean Food, Dominó launched a large-scale mobilization campaign:

• 1,300,000 push notifications
• 16,000 emails
• 5,000 in-app messages

Each message directed users to the voting page, driving participation.

Result: Dominó WON the category, celebrating with exclusive surprises and promotions, reinforcing customer loyalty.

First-Party Data Personalization: Authentic Customer Connections

With Braze, Dominó began collecting first-party data through surveys about customer food preferences. This enabled personalized offers, such as:

• Exclusive discounts on favorite products.
• Special deals for vegetarian customers.

Benefits:

• More relevant messaging tailored to each user.
• Higher engagement, as customers felt understood and valued.

Minders’ Impact on a Legacy Brand

Minders played a critical role in implementing and continuously optimizing Braze strategies for Dominó. Beyond training and technical support, Minders provided strategic insights that maximized the platform’s potential.

Conclusion

With Braze’s technology and Minders’ expertise, Dominó not only overcame its initial challenges but also strengthened its position as an innovative, customer-centric brand. Through creative campaigns, advanced personalization, and a user-first approach, Dominó continues to set the standard in Chile’s food industry.

This success story proves that with the right strategy and tools, even the most traditional brands can evolve and thrive in a digital world. 🚀