In February 2017, Domino’s launched the Domino’s Wedding Registry – the first-ever registry where engaged couples can ask for cheesy pizza as wedding gifts. After creating and customizing their registry with personal photos and a unique message, couples may choose from 11 different pizza bundles to enjoy before, during and after the wedding. For instance, the “Thank You Card-a-thon” provides the perfect sustenance when you’re writing innumerable thank you cards to your guests. Brides and grooms have the option to treat wedding guests to pizza at the end of the reception by adding "Dancing with My Slice" to their registry. Or they can choose to ask for the “2AM Bachelor Party Feast” when things get hungry during the groom’s last night of freedom. With a variety of different gifts, it’s our way of giving engaged pizza-loving couples the chance to get something they both truly love as much as eachother.

Domino’s launched the Domino’s Wedding Registry on February 8th, 2017, days before the most romantic day of the year in the US – Valentine’s Day – when approximately six million couples get engaged and begin their wedding planning. What a better time to point them toward a new kind of registry. The platform was promoted through tactical digital on the #1 wedding inspiration site (Pinterest) that drove people to DominosWeddingRegistry.com, where visitors could create their own registries or give a gift to a pizza-loving couple.  We made it easy to embed a link to your registry on your wedding website, giving way to free publicity for the Domino’s Wedding Registry across thousands of couples’ personal sites. Additionally, we disrupted the traditional wedding category by attending a bridal exhibition and encouraged hundreds of guests to create registries. The platform is currently live and will continue to be for years to come.

Domino’s cemented themselves as an innovative category leader in both the wedding world and the pizza world. The campaign received national coverage, garnering 1 billion media impressions in the first 7 days, with the platform receiving more than 400,000 page views from 165 countries thus far. Since the launch of DominosWeddingRegistry.com, 3,000 registries have been created and more than $700,000 worth of pizza has been registered for. With just four months down, we have forever to go.