Dominos Pizza Got Me Fat & Taught Me About The New Digital Currency During Lockdown

The Pandemic got us thinking about the future and how having an established online presence is as important as having the COVID Vaccine today (unless you’re not into that, lol). The impact of COVID 19 on businesses around the world was huge, with millions shutting down and letting go of their employees.

I remember being in absolute lockdown by this time last year in Lagos, watching endless YouTube videos, having the worst sleep cycle I’ve ever had in my life and eating, EATING A LOT — I am sure you can relate!

What was I eating? Pizza! Dominos Pizza to be precise. And even though I couldn’t find an accurate and reliable source to support this claim, it was allegedly believed that Dominos Pizza’s (Lagos) profits increased by 200% during the lockdown. They didn’t even have enough staff to support the amount of orders they were getting. It’s really not far fetched. Why? Well, they already had an established online presence, way before the Pandemic.

So maybe we should look at some actual stats from our brothers and sisters on the other side of the world; According to this report by, “In the U.S., Dominos generated $240 million in net income through the first half of 2020, a 30% increase over 2019, despite slower growth in international markets.”

Let me tell you a little story; long long ago, in 2009, when I was still in FUTO, wondering why I was studying Civil Engineering, a video went viral and it diminished the Dominos brand. They were able to restrategize and come back in 2011 with a revamped image, a transparent company culture and a strong and engaging social media and online presence.

It gets better, according to this case study by Giraffe Social Media; “In 2015, Dominos revealed an 18% rise in profits and with seven in ten of their deliveries now ordered online, it is clear the company have found their place in the digital market.”

If that’s not a happy ending, I don’t know what is… Disney princesses got nothing on Dominos Pizza!

Now, let’s fast forward to the year that shall not be named or counted (I officially removed one year from my age by the way); Dominos had a huge slice of the U.S. market in 2020, and no, they weren’t aware of future pandemic, they just invested in their online presence.

It wasn’t just Dominos, lots and lots of businesses that had invested in their online presence were still in operating and serving their customers.

Is your online presence the new digital currency? Yes it is.

So, don’t you think it’s time you invested in your online presence? I’ll show you how.

Author — Anastasia Umegbolu — Founder of Urbane Aries.

`About Urbane Aries — We are a Nigerian based Creative Agency that helps African Businesses and Organizations connect to and reach their audience through effective Social Media Management Strategies & Digital Public Relations. Chat with a Social Media Consultant today.

We are a Nigerian based Creative Agency that helps African SMEs reach their audience through inexpensive Social Media Management Strategy & PR.