Dive Brief:
- Domino’s is launching a social-first campaign that puts a twist on celebrity meals ahead of March Madness to promote the return of its Best Deal Ever, according to information shared with Marketing Dive.
- The campaign features the personal pizza customizations of influencers and content creators such as Jesser, Trisha Paytas and Courtney Cook, along with select college basketball players. Consumers will be able to order the special meals via a landing page.
- In addition to the celebrity meals, Domino’s is partnering with “Friends Keep Secrets,” a podcast featuring Benny Blanco, Lil Dicky and his wife, Kristin Batalucco. During branded moments throughout the show, the hosts will use the Best Deal Ever deal to create their own pizza combinations.
Dive Insight:
Domino’s is putting the focus on social media creators in a social-first campaign, which comes just months after the pizza brand launched its first refresh in over a decade. The brand has made significant efforts to drive consumers toward mobile ordering, relaunching both its mobile app and website last year, according to a Q4 2025 earnings transcript.
Celebrity meals have become a popular go-to for restaurants looking to stand out on social media. McDonald’s has been utilizing them for decades, with celebrity collaborators including Micheal Jordan and BTS. Domino’s is looking to expand the idea of the celebrity meal to include social media influencers and content creators. The wide variety of talent is intended to inspire consumers to construct their own “celebrity meal.”
Domino’s delivered Q4 revenue totaling $1.54 billion, a 6.36% year-over-year increase. The popularity of the brand’s loyalty program has helped to fuel carryout orders, along with focusing on deals and value. The brand’s rewards program had 37.3 million members at the end of 2025, up 4.5% from a year earlier.
As consumers continue to face economic uncertainty, brands have turned to deals and value menus to keep patrons coming back. Using celebrities to show off how much food one can get for a little under $10 is just one way Domino’s is setting itself up as a value proposition. Another chain that has seen an emphasis on value translate to commercial success is Chili’s, with its Triple Dipper menu helping boost comparable sales by 31% during the fiscal quarter ending Dec. 25, 2024.
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