Domino’s scales spend 2-3x since moving to Singular

I found the Singular team to be more accommodating than we’ve ever experienced in the past. The team is willing to make changes that suit our business requirements and always work with us to find the right solutions.
Arif Ehsan
Head of Digital Marketing & Loyalty
  • 30%
    drop in affiliate spending thanks to fraud reporting
  • 2-3x
    increase in spend since moving to Singular
  • 20%
    of performance budgets directed to iOS thanks to SKAN

What is Domino’s?

Domino’s is a Global Brand, founded in 1960 and is the recognized world leader in pizza delivery operating a network of company-owned and franchise-owned stores in the United States and international markets.

In 1996, the first Domino’s Pizza store was opened in New Delhi. Over the period, Domino’s Pizza India has remained focused on delivering great-tasting Pizzas and sides, superior quality, exceptional guest care, and value-for-money offerings.

Domino’s is committed to bringing fun, happiness, and convenience to the lives of our consumers by delivering delicious pizzas to their doorstep in 30 minutes or less, and its efforts are aimed at fulfilling this commitment towards its large and ever-growing customer base.

Domino’s believes strongly in the strategy of ‘Think global and act local’. Thus, time and again Domino’s Pizza has been innovating with delicious new products such as crusts, toppings, and flavors suitable to the taste buds of Indian Consumers.

All efforts, across the company, are aimed at offering consumers value-for-money deals, great service, countrywide presence, or the promise to deliver in 30 minutes or free.

  • Domino’s chains globally as of March 2023
  • food service in India to launch ordering on both mobile and web
  • market outside the United States is in India
  • annual customers

The Domino’s India Challenge

Domino’s India had been using another MMP, when they realized that they had big problems with fraud, and partly connected to that, they did not feel they could trust the data they were seeing.
Arif Ehsan, Head of Digital Marketing & Loyalty adds that “we were not able to change the attribution rules to our liking because things were so rigid with our previous provider. Our business has specific needs and we needed customization abilities to speak to these needs.”

Why Singular?

Explaining what made Singular a natural choice, Arif says “Pricing was a big player in our decision-making, closely followed by the fraud prevention suite that Singular offered within our package, as well as the granular attribution capabilities and flexibility. We could customize our reporting to the extent that we needed for our business – like attribution windows, that were not do-able on any other platforms, and even adding new dimensions.”

Another check for Singular was its robust knowledge of SKAdNetwork, and the faster-to-market approach in helping the Domino’s team to adapt and keep their campaigns ramping up with only 3 months delay. “Most of my friends with other MMPs took so much longer – even up to a year, yet we were ready to go early.”

Key reasons for choosing Singular


Data reporting flexibility and customization

Fraud detection & prevention included within their package

SKAdNetwork readiness

The Singular Solution

The migration to Singular was relatively smooth for the Domino’s India team. “Any big platform change takes about 3 months, which is roughly what it took us. Even with the documentation ready, our tech teams needed the time to get everything set up just right for deployment. When we finally did, it took us about another month to become stable and solve any outstanding technical issues, and since then, we haven’t looked back.”

Arif says that since migrating to Singular, the Domino’s India team has been able to solve problems in their measurement and reporting with the data integrity that Singular provided. They use Singular to track the attribution across all paid media including Google, Facebook, and any other channel they choose to work with.
“I found the Singular team to be more accommodating than we’ve ever experienced in the past. I don’t think that we get a straightforward version of the platform. The team is willing to make changes to accommodate the business requirements of their clients and always works with us to find the right solutions.

There is more flexibility than one might find somewhere else, and also a strong customer service element with keenness to do new things, like with SKAN, or other projects I’m discussing with the team, like Media Mix Modeling (MMM).

On Android, the fraud suite has been a game changer for the team. “Because of the level of fraudulent activity we were seeing, our scale was lower but once we onboarded Singular, and could customize the rules according to our needs, we could scale our investment into partners that performed well, while removing the partners that did not.”

At Domino’s India, Singular is used by the digital marketing and analytics teams, but also by the planning team “to see how we can grow organic installs, how we can move the conversion from those installs and their relative use, and how we can improve them.”

Arif notes that the marketing team’s use of Singular is across marketing analytics but also touches on brand marketing to help them correlate brand metrics and see the actual impact of what they are doing. They had also previously been bound by a rigid incrementality focus, but Singular allowed them to test different options until they found the right attribution window.

He notes that stakeholders across the company have access to Singular, but most use it for reporting and link usage.

All QR codes on our pizza boxes are created via Singular, so the team uses the platform for operational needs.

Most of our insight comes from reports which are exported and converted into different forms, which are then correlated with other metrics that we use.”

Domino’s India + Singular Success

“More than saving money – both from the cost of our package and from our fraud prevention savings – I would say our biggest success is that we are now confident about our attribution reporting, meaning we are more confident where we put our money. This means that we can spend more, and we can aggressively grow our business,” says Arif.

Having said that, Singular’s fraud detection and prevention suite has led to a drop of 30% in Domino’s India’s affiliate spending.

Arif notes that the Domino’s India team has managed to scale spend 2-3x over the last 3 years since moving to Singular. “We’re on an incremental growth journey and seeing the impact on our user acquisition, which, at the end of the day, is our key metric.”

Regarding Singular’s SKAN solution, Arif notes:

We can now put 20% of our Performance budgets on IOS to drive high-value users. This is because we can observe and optimize using SKAN. This has helped us scale our campaigns on UAC and Facebook, which we had previously had to put on pause

Another win for the Domino’s India team has been Singular’s plug-and-play ETL “to pull customer and event-level data to marry it with our own Data warehouse and build uniform customer views across our omnichannel strategy. This has allowed us to build Predictive High-Value customer LTV models to optimize and scale our campaigns leading to improved customer acquisition and ROI.”

Pricing played a big part in our decision-making, closely followed by the fraud prevention suite that Singular offered within our package, as well as the granular attribution capabilities and flexibility. We can customize Singular to the extent that we need for our business, like attribution windows that were not do-able on any other platforms, and even adding new dimensions.
Arif Ehsan
Head of Digital Marketing & Loyalty

Additional Resources

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