• by Karlene Lukovitz  @KLmarketdaily, November 30, 2017

After seeing a strong response to a pizza wedding registry it introduced in February, Domino’s Pizza has now launched a baby registry, powered by Gugu Guru.

Parents can create a customized registry at dominosbabyregistry.com, and choose from various gift-card themes to use before and after their babies’ arrivals. 

For instance, well-wishers can send expectant moms and dads Domino’s e-gift cards to provide pizza for a gender reveal party, or for a last pizza meal before baby’s arrival.

Once registrants select their desired gifts, they can share their wish lists with family and friends on social media or via a unique URL.
"Earlier this year we introduced Domino's wedding registry, which was extremely well-received by our customers," said Meenakshi Nagarajan, Domino's’ director of digital marketing. “Introducing a baby registry was a natural progression—in fact, it’s making its debut exactly nine months later."

Through December, Domino’s and Gugu Guru — a universal baby registry site that makes customized product recommendations — are also running a sweeps, on Gugu Guru’s Facebook page, offering one prize of free pizza for a year, plus pizza-themed baby products prizes like leggings and onesies.

The registries are part of Domino’s’ focus on “the customer experience” — the current strategic rallying cry for QSRs, retailers and other marketers striving to differentiate themselves with younger consumers, in particular.

The same focus has inspired Domino’s to offer a roster of options for ordering through the latest tech, and to team with Ford to test self-driving pizza delivery cars, notes MLive.