Dodo Pizza as a brand

Dodo Pizza positions itself as an accessible and reliable food service that helps people focus on the important things in life. This brand message is expressed in the company manifesto: «We’ll take care of the pizza while you take care of the important things.»

- Young adults and students — they appreciate low prices, a mobile app, memes, promotions, and fast delivery. - Families with children — they choose the brand because of its menu, ease of ordering, the ability to order food for the whole family, and the opportunity to create a family event by going to the pizzeria. - Office workers and corporate clients — use delivery for lunches and corporate meetings. - Teenagers — actively engage with the brand through social media.

Dodo Pizza is a standout example of a digital-first brand. The company actively invests in online communications, focusing on social media, its own app, and transparency. The brand uses a mix of digital and traditional channels, but its main focus is on social platforms and direct engagement with its audience.

Most of the content is reposted from VKontakte, but there is also unique, cozier content in the form of employee stories, video circles, giveaways, and stickers.

It is used for viral, Gen-Z oriented content.

For our analysis, we’ll use the Elaboration Likelihood Model, which is based on the understanding that people don’t always react to information in the same way. They might carefully examine a message and evaluate its arguments, or they might simply make decisions automatically based on emotion and overall impression.

Dodo places a strong emphasis on its founding story. It began with a single pizzeria, grew despite difficulties, and is now popular. This provides a strong argument that aligns with the central narrative: the company didn’t just grow by accident; it survived the competition, and perhaps the product is truly high-quality because so many people choose it.

At the same time, we can also observe the peripheral path. The creation story creates a sense of openness, sincerity, and intimacy with the brand and its creator. It’s an emotional success story that also influences a potential client’s choice.

On the one hand, the company provides concrete data: the number of orders, high customer ratings, and the repeat purchase rate. Such figures help convince the audience of the product’s quality. On the other hand, the information is presented in a friendly and informal manner, and the imagery creates a warm and pleasant atmosphere. Dodo rarely convinces customers with facts or emotions alone.

Overall, Dodo Pizza’s strategy is aligned with ELM principles and is highly effective. The brand combines rational arguments with an emotional approach. This helps attract the attention of different consumer groups and create a positive impression of the company. The brand could also use humor more actively in its presentation: memes, short videos, funny interactive elements, so that the positive emotions from a good joke are transformed into an unconscious desire to choose it.