Pizza delivery and takeout franchise Domino’s has recently faced an unexpected competitor: Aldi. The discounted supermarket chain has set its sights on Domino’s by introducing a free pizza delivery service. Starting from Oct. 3, this service will be accessible for a limited time to specific postal code areas in Manchester, Cardiff, and Edinburgh, strategically coinciding with university “freshers’ weeks.”
The move aims to promote Aldi’s new pizza selection and position it as a more affordable alternative to Domino’s. The new pizza range has been available in Aldi stores across the UK since Oct. 9.
The pizzas offered in the new range are priced at £3.99 each and include The Meaty One, inspired by Domino’s Meateor, The Banger, inspired by the Absolute Banger, and The Texas Style BBQ Chicken & Bacon, which is inspired by Domino’s Texas BBQ.
Aldi’s business strategy revolves around simplicity, efficiency, and delivering high-quality products at low prices. They achieve this by offering a limited assortment of private-label products, maintaining a no-frills shopping experience, and focusing on cost-cutting measures throughout their supply chain and operations. Customer-centric policies, regular turnover of products, and limited advertising also play a role in their success.
Despite being known for its deliberate strategy to minimise promotional and advertising expenditures, Aldi recently took the opportunity to launch a guerilla marketing campaign aimed at Domino’s. Shortly after announcing its new pizza range, the supermarket chain parked a truck outside a Domino’s store with a billboard that mocked the pizza place’s prices. The advertisement featured a man savouring a slice of Aldi’s pepperoni pizza, accompanied by the words “Dom knows a pizza that’s a slice of the price.”
