Talkwalker’s Battle of the Brands: Domino's Vs Pizza Hut

A weekly round up of the action in the social media space

Dec 02, 2019 04:44:00 AM | Article | Campaign India Team

Pizza hut and Domino’s are two big brands that have always been every kid’s go-to for well, pizza. Just one bite of the cheesy, gooey, pizza makes all your troubles go away. And so the age old battle between the pizza kings continues. Of course, a battle of the brands is, in no way a measure of which pizza is more loved by people – but it does help to give a clear picture of which pizza provider is most talked about on Social media.
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data. 
Looking purely at mentions over the last six-month period, Domino’s is leading the game with 42k mentions vs Pizza Hut’s ~24k mentions. Pizza hut has a big spike in July after they jumped onto the “Rahul Bose Bandwagon” and started offering pizzas at INR 99. Looks like they also did a good job with engagement since they have a higher engagement than Domino’s – so the takeaway here is , it doesn’t only depend on the number of mentions you have. Domino’s has several peaks throughout the last 6 month period and it’s to do with a number of different kinds of issues – offers, delivery policies and so on.
Demographic data: 
Who’s creating the mentions? Let’s take a closer look. It’s interesting to see that for Domino’s a majority of the mentions are created by men and 23.4% by the female demographic. In the case of Pizza Hut however, it’s almost an equal split between men and women – so in a way, it’s more balanced. In terms of age groups, both Pizza giants seem equally matched. The lion’s share of the chatter comes from the millennial age group – 60.6 % for Domino’s and 62.2% for Pizza Hut. Those between the ages of 18 and 24 form the next largest share with both brands coming close in terms of percentage values, making them well-matched here.