Domino’s Pizza X Fortnite and Other High-Energy Collabs to Boost Pizza Profits
As the year wraps up, Domino’s is cranking up the heat on its marketing game, rolling out epic collabs that blend fun and finesse. By teaming up with surprising partners like Fortnite, Twitch, and Olive & June, Domino’s Pizza showed the market that enjoying cheesy toppings can happen both during gaming sessions and while glamming up.
If the numbers are anything like last year, Domino’s could see an even better close to 2024, aiming to beat last year’s $4.479B revenue and shake off the slight 1.27% dip from 2022. It’s clear: these bold, last-minute partnerships are designed to finish strong and keep fans engaged in delicious ways.
In this article, we will discover what compelled Domino’s Pizza to debut in the gaming genre and the reasons behind such last-moment collaborations. Let’s dive deep.
Old Emergency Pizza campaign made a comeback in Domino’s Pizza X Fortnite
Domino’s is kicking it up a notch by teaming up with Fortnite for an unforgettable campaign resurrection of its hit Emergency Pizza. Last year, this fan-favorite promo offered a free, medium two-topping pizza with a digital carryout order of $7.99 or more. The impact? Massive. According to The Wall Street Journal, Domino’s saw a whopping two million new loyalty members, making it one of the chain’s biggest hits to date.
This year, the marketing geniuses at WorkInProgress (Domino’s creative partner) decided to give Emergency Pizza a whole new level, linking it up with Amazon and Twitch’s Fortnite platform, The Glitch. With around 650 million Fortnite players, that’s a lot of potential target audience and attention.
So, here’s the slice-by-slice breakdown of this exciting collab:
The Ultimate In-Game Treat
Fortnite players can now hop into the Domino’s-themed “Red VS Blue” arena and face off for Domin-ation by taking over virtual Domino’s outlets in the game. Players can even activate the “Emergency Pizza” feature in-game to restore health, letting them keep going for that victory royale.
Twitch’s New Life-Saver
Twitch faces a rough patch, with a dip in active streamers from its 2021 peak, which became a downer for Amazon. The collaboration with Domino’s and Fortnite is a timely lift, as 7.23 million active streamers were still on board in April 2024; the collab may provide both the platform and Domino’s with some serious visibility.
No Rebranding Needed
“Emergency Pizza performed better than any buy-one, get-one-free I’ve done in my career,” shared Domino’s CEO Russell Weiner. Rather than rebranding or tweaking the campaign, WorkInProgress decided to keep the original idea intact. They chose to level it up by diving into the virtual gaming universe, tapping into Fortnite’s massive audience to keep the momentum going.
Teaming up with the most innovative and fastest-growing partner from the beauty and care industry is a big-picture strategy
In a move that blends beauty with bites, Domino’s Pizza has teamed up with the fastest-growing star in nail care, Olive & June, for a unique and eye-catching collaboration. Domino’s has been rolling out creative campaigns, and glamming up pizza nights with nail-care essentials is the latest addition to its strategy.
Olive & June, known for its chic nail-care brand and salon chain, has enjoyed skyrocketing growth, recently surpassing $100 million in profitable retail sales in 2023. The brand has become a beloved choice for retailers and consumers, so this team-up has both industries buzzing.
The collab showcases a limited-edition range of press-on nails and nail polish kits inspired by Domino’s. Perfect for fans looking to glam up while they enjoy a slice, the sets are available on Olive & June’s website, making it easy to bring some polish to pizza night. This partnership shows how brands from different worlds can come together for a fresh and creative spin that connects with consumers in new ways.
Conflicts, Competition, and Creative Collaborations — How Domino’s is Rowing Forward
It’s been a turbulent year for Domino’s Pizza, with the brand facing severe challenges in Asia and the Middle East. Following the Israel-Palestine conflict, Domino’s found itself at the center of backlash, with the Palestinian-led Boycott, Divestment, and Sanctions (BDS) movement calling for boycotts.
Domino’s Asia sales saw an estimated drop of 8.9% in the latter half of 2023 as many consumers in these regions turned away from Western brands as a form of protest. And it’s not just Domino’s that’s in the hot seat — fast-food giants like McDonald’s and Starbucks have also taken the heat as tensions have complicated market dynamics.
Yet, despite these challenges, Domino’s isn’t slowing down in the pizza race. In North America in 2023, Domino’s Pizza held a larger market share of sales than its competitors.
The brand’s recent collaborations—from teaming up with Fortnite to glamming up with Olive & June—show That It’s going beyond pizza with creative collaborations that help bring fresh energy and excitement to the brand.
With moves like their gaming debut, Domino’s seeks to balance out any impact from boycotts by attracting new and diverse audiences, mainly through digital and lifestyle-focused campaigns. Domino’s is finding new avenues to connect with customers, proving that even in a year marked by conflict, competition, and economic challenges, the brand is still ready to slice into the market with something unexpected.
Cut to the chase
Domino’s Pizza X Fortnite collaboration marked the pizza chain’s debut in gaming. Not only did Domino’s partner with a streaming channel, but it also teamed up with Olive & June, a beauty care brand. Domino’s Pizza has added creative spins to its collaborations, going beyond just enjoying a slice.
