Domino’s is targeting a rather specific group of customers with its latest marketing strategy: Couples whose weddings were postponed due to the coronavirus.
The Ann Arbor, Mich.-based pizza chain on Wednesday debuted the Domino’s Rain Check Registry, where friends and family of customers who register on the site can send gift card packages for pizzas and other items the chain sells.
Customers who create a registry can select packages such as “Small Wedding Now, Big Celebration Later” or “Bridal Shower, but Make it Virtual,” depending on what has happened with their big event during the coronavirus pandemic.
Once they create the registry, they can share their wish list with family and friends with a unique URL. Gifts will be delivered to the couples as e-gift cards.
Domino’s said it created the registry because pizza is a common part of weddings, even if it’s not served during the event itself. Pizza is frequently ordered during planning and preparation for the big event.
“We created Domino’s Wedding Registry because pizza-loving couples have shared over the years how Domino’s pizza was part of their big day,” Kate Trumbull, Domino’s vice president of advertising, said in a statement. “With so many weddings being postponed or scaled back in 2020, we knew those couples might need some extra love from those around here, because everything is better with pizza.”
Friends of people whose weddings were delayed can still order packages through dominosweddingregistry.com even if the couple hasn’t registered, the company said. And Domino’s also has an option for couples whose weddings are still going on. Yes, the site has a link for those couples to create registries, too.