The challenge

Domino’s is constantly looking for new ways to engage customers with content that cuts through the noise.

With SMS already an established part of Domino’s customer communications, the next opportunity was to make those messages more visually engaging without asking customers to download an app or visit another platform.

That’s where RCS comes in.

The solution

Working with Text Management, Domino’s is using Rich Communication Services (RCS) to send video content directly to customers’ native messaging inboxes.

The format gives Domino’s a way to bring more of its creative content into the conversation, including:

• AI influencer videos created to promote Domino’s campaigns
• National campaign videos designed for customers across the Domino’s estate
• Rich, visual content delivered directly within the messaging experience

Rather than relying on a plain-text SMS to communicate a promotion or campaign message, RCS allows Domino’s to put the content itself front and centre.

From SMS to richer customer engagement

SMS built our reputation. RCS is where we’re taking it next.

RCS combines the reliability and reach of SMS with the richer, more visual experience customers are used to from modern messaging platforms.

For Domino’s, this means being able to take content that would traditionally live on social media, digital advertising or other channels and bring it directly into the customer’s messaging inbox.

There’s no app to download and no new platform for customers to learn. The content arrives where they already communicate every day.

Making video part of the message

One of the key uses of RCS for Domino’s is video distribution.

AI influencer videos and national campaign content can be sent directly to customers, giving Domino’s another way to showcase its creative campaigns beyond traditional text messaging.

This is particularly valuable for content that relies on visual impact. Instead of describing a campaign in 160 characters, Domino’s can use the message to deliver the creative itself.

The result is a richer way to communicate with customers while building on a channel Domino’s already knows and trusts.

Why RCS?

RCS expands what’s possible within a messaging conversation.

Rich media – Send visual content, including high-quality images and video, directly within the messaging experience.

Branded messaging – Create a more recognisable customer experience with branded sender profiles, helping customers identify communications from Domino’s.

Interactive experiences – RCS supports interactive elements such as buttons and rich content, creating opportunities to move customers from receiving a message to taking action.

A familiar customer journey – Customers don’t need to download another app or navigate to a separate platform. RCS works within the native messaging experience on supported devices.

Built for the way Domino’s markets – For a brand like Domino’s, where campaigns are highly visual and content-led, RCS provides another channel for putting creative directly in front of customers.

From AI influencer content to national campaigns, Domino’s can use RCS to extend the reach of its marketing and deliver richer experiences through a channel that customers already use.

And because RCS sits alongside Text Management’s existing SMS capabilities, Domino’s can continue to use the right messaging format for each campaign.

The partnership

Text Management has supported Domino’s with customer communications for years, helping the brand use SMS to reach customers at scale.

RCS is the next evolution of that relationship.

By combining the reach and reliability of SMS with richer content and interactive capabilities, we’re helping Domino’s explore what’s possible when mobile messaging becomes more than just text.

SMS built our reputation. RCS is where we’re taking it next.