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The Real Winner of the Superbowl
The Superbowl isn’t just the pinnacle of the professional football season, it’s one of the most important days of the year for companies selling party food. Americans buy soda, chips, wings, and pizza by the ton, and the companies who make that food spend millions convincing consumers to buy their product. This was the first year all three major pizza delivery companies (Pizza Hut, Domino’s, and Papa John’s) offered the choice to place orders online. Comscore recently ranked all three and analyzed how Domino’s could come out so far ahead of the other two on Superbowl Sunday.
A report by comScore detailed the three-way race to feed the nation’s pizza lovers on February 3. The findings in Online Pizza Delivery Orders on Super Bowl Sunday compared each company’s online Sunday sales in October and June 2007 to Feb. 3. The report found:
•Domino’s saw a 147 percent increase compared to October, and a 330 percent increase compared to June
•Papa John’s saw a 22 and 49 percent increase over those two months, and Pizza Hut’s sales increased 2 and 34 percent respectively
•Domino’s saw its share of online pizza dollars increase from 20 percent in October to 31 percent for Super Bowl XLII
•Papa Johns’ share decreased from 43 to 35 percent, while Pizza Hut went down from 38 to 34 percent
The report concludes that Domino’s was a clear winner over its two competitors. Why? One reason could be the implementation of a pizza-tracking system, which Domino’s said got its first real test on Super Bowl Sunday. As each step in the pie-creation process is completed, a website updates the status of a customer’s order much like tracking a shipment from Amazon.
Since I haven’t tried any of the three companies’ pizza, I can’t speculate whether taste played a role in the victory. Why do you think Domino’s scored such a big win on the biggest party food day of the year?
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