Domino’s Turned Festive Moments into High-Intent Conversions with WhatsApp

About Domino’s

Headquartered in Noida, Uttar Pradesh, Domino’s Pizza operated by Jubilant FoodWorks Ltd, is India’s largest pizza chain. The brand leads the Indian Quick Service Restaurant (QSR) space with 2,200+ outlets in 480+ Indian cities. Domino’s is known for its 30-minute delivery promise and a strong digital-first strategy driving rapid growth.
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Opportunity

For Domino’s, every occasion brings a strong purchase intent, be it personal milestones like birthdays and anniversaries or public celebrations such as festivals and sporting events. In 2025, the brand tapped into this celebratory spirit by delivering fun and shareable experiences powered by WhatsApp and AI.

Identifying WhatsApp as the go to channel for communication and AI as the driver of interactivity and personalisation, Domino’s positioned itself as the ultimate celebration companion. By connecting occasions like the IPL Finale, Valentine’s Day and Father’s Day to the universal love for pizza, the brand launched WhatsApp journeys that boosted engagement and sales.

Solution

Domino’s launched occasion-driven WhatsApp campaigns where gamification and AI added a layer of fun, interactivity and shareability. Ranging from fun quizzes and customised greetings to AI generated posters, each experience turned festive excitement into high-sale opportunities.

Here’s how Domino’s celebrated occasions with WhatsApp and AI:

Domino’s IPL Mood Poster – AI-powered Campaign

Domino’s partnered with Karix to launch an AI-powered WhatsApp campaign blending cricket excitement with exclusive deals during the IPL Finale. The experience unfolded in three interactive steps:

A chatbot gathered user preferences like favourite team and match-day mood in the chat.
The chatbot further prompted users to share a selfie, which AI turned into a custom IPL-themed poster featuring users’ face in their favourite team’s jersey.
The poster was sent with exclusive Domino’s deals to drive orders.

Domino’s Valentine’s Day Campaign

On Valentine’s Day, Domino’s launched a gamified bot journey where a playful quiz unlocked exclusive offers for customers. Here’s how it worked:

Domino’s sent a promotional message prompting user to start the Valentine’s quiz.
Once users start the quiz, the chatbot asks playful questions about their partner, date nights, favourite movies, and their reaction to Domino’s heart-shaped pizzas.
Based on the users’ input, the bot reveals their ‘romantic type’ and rewards them with an exclusive pizza offer.

Domino’s Father’s Day Campaign

With Karix, Domino’s made Father’s Day special for their customers with personalised greeting cards on WhatsApp. The card creation journey was engaging and delightful:

Customer entered the key phrase ‘Tap to start’.
The chatbot then asked about their father’s quirky habits.
Customers entered their father’s nickname.
Based on users’ inputs, the chatbot delivered a personalised greeting card featuring their father’s name, custom message and an exclusive Domino’s offer.

Impact

By launching gamified and AI-driven WhatsApp campaigns, Domino’s saw higher engagement, stronger conversions and positive ROI. Here’s how the campaigns translated in impact:

Result for Domino’s IPL Mood Poster – AI-powered Campaign

This AI-led campaign drove higher engagement and customer-led participation with:

2x engagement as compared to conventional (non-AI powered) campaigns.
Nearly 1 in 5 users clicked through to order, delivering 5,000+ high-intent conversions in a single night.
Significant uplift in brand engagement, brand recall and match-day sales.

Result for Domino’s Valentine’s Day Campaign

The Valentine’s Day WhatsApp Bot campaign proved both engaging and impactful:

Achieved 4.5X ROI.
12.6% customer engagement through the interactive quiz.

Result for Domino’s Father’s Day Campaign

This bot journey engaged customers and delivered strong business outcomes for Domino’s, including:

3.45X ROI from a single campaign.
8% overall engagement from customers

Arif Ehsan

Head - Digital Marketing
Domino's India

“WhatsApp is where our customers already spend their time, and with Karix we were able to tap into that in a really meaningful way. Bringing together personalisation, AI and a bit of fun through gamification completely changed how we connect with people during big occasions. Whether it was the buzz of an IPL match or the excitement of Valentine’s Day, Karix helped us create shareable, memorable experiences that also drove results. The best part - the whole process felt simple and seamless with Karix's expertise by our side.”