THE CHALLENGE
Domino’s is a household name — but their multi-location corporate catering service known as Domino’s Pizza Concierge service? Not so much.
Built for office managers, HR teams, and event organizers, Pizza Concierge is Domino’s dedicated corporate catering arm. It’s a human-powered, digitally-assisted, high-volume solution for business food ordering.
But even with that infrastructure in place, one thing was missing: Getting the word out to the corporate decision makers!
Domino’s came to Mint with a challenge:
Help us explain Domino’s Pizza Concierge so businesses understand its value. Quickly, clearly, and compellingly.
THE OBJECTIVE
- Position Domino’s Pizza Concierge as a game-changing solution for business catering.
- Target B2B decision-makers in HR, administration, and operations professionals.
- Differentiate from third-party platforms like EZCater and GrubHub.
- Create a video that feels informative, while reinforcing the scale, service, and simplicity of working with Domino’s Pizza Concierge. The video should feel like Domino’s — while speaking B2B language and staying within a very lean budget.
THE CREATIVE EXECUTION
The final concept played out as a fast-paced, relatable “Zoom” meeting scenario, showcasing Domino’s Pizza Concierge as the invisible force that makes large-scale food ordering across multiple locations feel effortless.
Storyboard highlights included:
- A realistic corporate video call with employees from HQ, Boston, New York, and Detroit.
- A clever pause-and-rewind moment, where the narrator breaks the fourth wall to explain how Domino’s Pizza Concierge solves the challenge.
- Map and motion graphics showing scalability—from 2 locations to 200 delivery locations all at once.
- A satisfying, synchronized delivery scene: everyone gets their Domino’s food all at once, no matter what city they are in.
Huge shoutout to the incredible team at Mint — we always love collaborating with you and bringing bold ideas to life.
– Domino’s
THE RESULTS
- Since launching on LinkedIn, the video has generated strong engagement and positive feedback.
- Positive feedback from the Domino’s Pizza Concierge team
- Improved clarity and brand confidence around Domino’s Pizza Concierge
THE TRUST FACTOR
When Domino’s needed to translate a fast-growing but little-known B2B service into a brand asset with real clarity and credibility – they trusted Mint.
Why? Because we speak fluent B2B.
From industrial supply chains to foodservice logistics, Mint specializes in turning complex offerings into compelling creative — efficiently and effectively.
Some of the other brands we’ve gotten fresh with over the years.
