“S2 managed our online research project with the professionalism and expertise I have come to expect from them. S2 identified what was required to deliver against our key objectives for the project, delivering quality outputs which we are now using internally to underpin our future strategy and discussion with this key account.”

Andrew Buxton, Dominos National Account Manager.

The Brief

Coca-Cola European Partners (CCEP) wished to explore Domino’s customer soft drink preferences, purchase triggers and responsiveness to meal deals through consumer research. S2 was tasked to carry out an online survey to gain quantitative results to demonstrate Dominos customers soft drink attitudes and preferences.

Our Approach

Serendipity2 conducted an online survey to consumers who had ordered Domino’s Pizza within the last 3 months. Respondents were asked questions to understand occasion drivers and customer behaviour when ordering from Dominos. Key motivations and influencing factors were explored to understand the decision-making process when deciding what to order. Soft drink brand preferences and a range of meal deals were also provided to assess and gauge Coca-Cola’s brand strength against competitors and across different price points, formats and meal deals. 

The Result

Online payments and corresponding remittance advice are sent along with communications of how each store performed against target to encourage sales. S2 offer an ongoing telephone support service for any queries and need to keep the database up to date for store change of ownership. Reports are provided back to CCEP on an ongoing basis.
S2 run an efficient and effective incentive programme for CCEP which we have managed for the last 10 years. Franchisees receive prompt payments and communications which improves relations between CCEP and Domino’s and the programme provides additional value for CCEP.


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