Introduction

Domino’s Pizza is known for its ability to connect with key customer segments through targeted, high-impact marketing. One of its most valuable audiences is students, a group with strong demand for fast food delivery, high frequency ordering habits, and long-term brand potential.

To better engage this audience, Domino’s partnered with Text Management to launch a dedicated student deals pass (using Text Management’s digital wallet pass).

The challenge

Students represent a high value but highly competitive audience. Brands must:

• Capture first-party data
• Deliver relevant offers
• Stay visible in a crowded digital landscape
• Encourage repeat purchases rather than one-off orders

Traditional channels often fall short, with limited visibility, low engagement, and weak retention.

The solution

The student deals pass provides a direct, always-on communication channel between Domino’s and its student audience.

By offering exclusive student discounts, the pass creates a clear value exchange – students receive ongoing deals and Domino’s gains permission-based access to customer data and a direct marketing channel.

Once downloaded, the pass lives in the student’s mobile, enabling Domino’s to drive repeat engagement.

How it works

• Students sign up and download the branded wallet pass
• Their data is captured as part of the registration process
• The pass unlocks access to exclusive student-only deals
• Domino’s sends updates and offers via wallet notifications
• Students are prompted to return and order more frequently

Key benefits

1. First-party data capture
   The pass acts as a scalable data collection tool, building a valuable student database.
2. Increased order frequency
   Exclusive discounts incentivise repeat purchases from a high-demand audience.
3. Always-on engagement
   With the pass stored on their phone, students remain continuously reachable via push notifications.
4. Stronger brand loyalty
   Consistent, relevant offers help embed Domino’s into students’ regular ordering habits.

Real-world activation: Bath Freshers’ week

A standout example of the pass in action is Domino’s activation at University of Bath Freshers’ week, 2025.

Text Management supported Domino’s in turning a high-footfall event into a powerful data capture and engagement opportunity.

From free pizza to direct engagement:

• Students were encouraged to download the wallet pass on the spot
• After downloading, they scanned their pass to receive a free slice of pizza and a t-shirt
• In exchange, Domino’s captured valuable student data
• The wallet pass then became an ongoing marketing channel, enabling instant delivery of future offers

Conclusion

By leveraging digital wallet technology, Domino’s Pizza has created a smarter way to engage students, turning student customers into repeat purchasers and long-term brand advocates.

---

Turn student engagement into repeat revenue with a digital wallet pass that captures first-party data and drives loyalty.