Turned late-night pizza browsing into value-meal orders that actually stick.
Food Delivery · India · Value Meals
About Dominos India value meals
Dominos India runs one of the busiest food delivery funnels in the country — millions of app opens, but intense competition for wallet share. Value meals are the real workhorse: higher AOV, better margins, and perfect for families and late-night group orders.
Challenge: Everyone adds pizza, few upgrade to value meals
Performance campaigns were good at driving app installs and basic orders, but value meals weren’t pulling their weight. “Everyday value” banners blended into the feed, and retargeting creatives kept shouting offers instead of answering why a combo is better than a single pizza. Churn on high-frequency buyers was creeping up as discount fatigue set in.
Solution: Ad DNA tuned to cravings, moments and value
Dominos plugged their Meta creatives into Marxx. Agents broke each ad into hooks (late-night hunger, exam prep, binge-watching), visuals (sharing boxes, side dishes, app screens), offers (2+1, group boxes, ₹199 value meals) and objections (price, quantity, delivery time). Marxx then proposed new ad DNA sequences:
- Hooks that named the moment (“match night box”, “exam fuel”, “office OT dinner”) instead of generic hunger lines.
- Visuals that always showed the full spread — pizza + sides + drink — framed for sharing, not solo eating.
- Audiences rebuilt around high-frequency buyers and app openers, with creative matched to their last order pattern.
- Sequences that switched from pure discounts to “more for your gang” value framing, reducing promo over-dependence.
Outcomes: More value meals, less promo waste
Within a few weeks, budget started shifting into the ad DNA that consistently nudged people from “just a pizza” to “complete value meal”. ROAS on these campaigns lifted by 67%, churn on frequent buyers dropped by 19%, and a larger share of revenue came from high-margin value combos instead of one-off discount orders.