A four-stage intelligence engagement for DoDo Pizza — competitive landscape mapping, four consumer focus groups, and a strategic communications plan. Names, figures and verbatim findings are redacted under the executed mutual NDA.
DoDo Pizza arrived with a familiar problem dressed in unfamiliar urgency: a beloved local brand losing share in a category being rewritten by aggregators, ghost kitchens and a half-dozen well-funded challengers. They didn't want a campaign. They wanted evidence, then a plan.
Our remit was wide and unromantic: map the market, listen to the people who actually order pizza, and translate both into a strategic communications roadmap the in-house team could execute without us.
The engagement was deliberately sequenced: evidence before opinion, opinion before plan, plan before execution. Each stage's output became the next stage's input — nothing was briefed twice.
Mapping the field: direct rivals, aggregators, ghost kitchens, casual substitutes. Pricing tiers, delivery SLAs, brand salience.
Qualitative fieldwork across four consumer segments — what they order, why, how they choose, where DoDo lands.
Synthesizing the two reads into a four-channel plan: messaging architecture, channel mix, campaign concept, measurement framework.
Workshops, playbook, asset briefs and a measurement dashboard the brand team could run without us.
We audited ██ direct competitors and a longer tail of indirect substitutes across pricing, delivery SLA, menu breadth and unaided brand recall. Two structural shifts showed up in week one and shaped everything that followed.
██% of measured orders in the sample arrived through an
aggregator surface where DoDo's name appears as a tile next to
four others. Differentiation collapsed at the moment of choice.
DoDo topped unaided recall in two of the markets studied
but sat behind Competitor C on next-order intent. The
gap between knowing and choosing was the entire problem.
Wider menus at Competitor A and B were scored higher on
value perception despite higher prices — a counter-intuitive
pricing signal worth ██% of basket share.
We ran four 90-minute focus groups in two markets — one urban, one suburban. Recruitment was screener-locked to weekly delivery users who had ordered from at least two of the named competitors in the prior month. Transcripts and verbatim quotes remain with the client.
"I don't really know what brand I'm ordering. I just want it in twenty-five minutes." — Participant █, FG-01
Insight Speed is the gatekeeper; brand loyalty dissolved once an aggregator absorbed the choice. DoDo was associated with quality but not with speed.
"Friday night is sacred. If the pizza is wrong, the week is wrong." — Participant █, FG-02
Insight Ritual dominates reason. Reliability and consistency matter more than novelty. DoDo benefits from inertia but is replaceable the moment a single order disappoints.
"If it's not on someone's story, I don't really trust it." — Participant █, FG-03
Insight
Peer proof outperforms paid media. Brand familiarity is built
socially, not through television or out-of-home. DoDo's
footprint here is ██% below category leaders.
"I want the same person to know my order. I'm not explaining it again." — Participant █, FG-04
Insight Personal recognition is the moat aggregators can't replicate. DoDo's local-store memory is its sharpest unmonetized asset.
Stage 01 told us where DoDo stood. Stage 02 told us why people weren't choosing it. Stage 03 converted both reads into a four-tier messaging architecture and a weighted four-channel rollout.
The single sentence the entire plan must defend. DoDo is the pizza the neighborhood knows you for. Stands against both the speed aggregators and the premium independents.
Real local kitchens. Made in ██ neighborhoods, not central
commissaries. The Friday ritual. Friday is owned territory —
protect it. Your order, remembered. The local store as memory.
Per-channel role, audience, format, tone-of-voice guardrails, asset list and measurement hook. Twelve briefs in total, four channels × three phases.
Five brand-health KPIs, four commercial KPIs, three social KPIs,
all reported monthly to the client. Targets set against
██ baseline; variance triggers a strategy review.
A twelve-week, neighborhood-by-neighborhood rollout built around the idea that the best pizza order is the one someone already knows you make. Film, social, in-store and aggregator surfaces all carry the same line.
Phasing: ██ pilot stores, four-week test, full rollout
contingent on KPI thresholds set in Stage 03. Creative produced
under our direction; media planned and bought by the in-house team.
The last two weeks were spent on transfer: workshops with the in-house marketing and ops teams, asset briefs ready for production, and a measurement dashboard the brand team now owns and refreshes monthly.
Half-day session with the CEO and CMO. Walked through
the messaging pyramid, the four-channel mix, and the choice
to not invest in paid TV.
Two-day workshop with the marketing, social and trade teams on the strategy, the asset briefs and how to keep the brand voice on-rails after we leave.
██ creative briefs covering film, static, social,
influencer and aggregator formats, all written so the
production agency can execute without further strategy input.
Twelve-KPI dashboard, monthly cadence, automated where
possible. The brand team owns it; we remain on retainer for
quarterly reviews through Q██ 2025.
All figures below are client-confirmed and reported in
aggregate. Verbatim baseline data and methodology remain under NDA.
Where a number is shown as XX,
the client has not authorized public release.
vs. ██% pre-engagement baseline, measured ██ months post-launch.
Among returning app users. Sample: ██,███ weekly active accounts.
Within the named category, paid + organic, ██-week rolling window.
Of pizza-category orders placed through the two leading aggregators.
Outcome metrics are reported with the client's written permission and are framed against the original engagement baseline. Methodology, sample sizes and the exact attribution model are not part of this public record. Full detail is available to qualified prospects under a fresh NDA.
The work above is real. The client is real. The figures, the verbatim participant quotes, the named competitors, the campaign concept, the city-level sample sizes and the attribution model behind the reported results are not for public record. They sit behind a mutual non-disclosure agreement signed at engagement and still in force.
We share this page to show how we work, not to disclose the work. If you're evaluating us for a comparable engagement and want the unredacted version — including the full market map, the qualitative findings deck and the campaign concept — we'll set up a conversation under a fresh NDA before sending a single file.
If you're facing a category shift, a launch under pressure, or a brand that needs evidence before it spends — bring us the question. We'll come back with a method, a team, and a clear answer about what we will and won't disclose.
BI-Agency · Strategy Practice · ██ cities · est. 20██
