The region’s major Domino’s franchiser explains to Packaging MEA Contributing Editor Doaa Thabit how it helps the needy during Ramadan and coronavirus, and how it adapts its packaging for special events
Saudi Arabia-based Alamar Foods, as the major franchise operator for Domino’s Pizza in the Middle East, North Africa and Pakistan (MENAP) region, has, like many responsible countries around the world, responded admirably to the coronavirus pandemic.
With this year’s Ramadan festival being significantly affected by Covid-19 restrictions, Alamar’s “Pizza For Good” initiative proved a huge success, distributing Domino’s pizzas to families in need in Saudi Arabia in return for a donation of just 1 riyal from other customers. The firm has also donated food to healthcare workers and people in isolation during the crisis.
Doaa Thabit, Packaging MEA Contributing Editor, spoke with Layla Alghulikah, Alamar’s Digital Media and Content Specialist, about this programme, as well as the packaging considerations for one of the world’s leading fast-food brands, its sustainability ambitions, and more.
“Domino’s cares about packaging, and how to improve it,” says Ms. Alghulikah, “whether it’s the material or the appearance of the box.” However, while there have been Ramadan-specific redesigns of the packaging, Ms. Alghulikah says no changes were made to the boxes containing Pizza For Good offerings, so as not to mark out the recipients.
“We didn’t have any special packaging for this Ramadan’s PFG [Pizza For Good] campaign,” she says. “We decided to launch it with regular packaging because we wanted the beneficiaries to receive and enjoy our pizza just like everyone else with no labelling.”
Alamar’s laudable efforts are not just social, they are environmental, too, as the company factors sustainability into its product packaging. “Recyclable packaging is a top priority for us,” says Ms. Alghulikah. “It’s part of our social responsibility to provide recyclable [pizza] boxes to reduce waste and protect the environment.
“Furthermore, we want to encourage our customers to be environmentally conscious. We see a sustainable future. It takes a lot of effort to plan, but the results are rewarding.”
Key to crafting a successful future in any regard is building a solid reputation in the present, and with its Pizza For Good programme, which launched during last year’s Ramadan but took on added significance this year during the lockdown, Alamar is earning a lot of goodwill.
“At Domino’s, it’s our responsibility to be part of the community and always contribute to society by working closely and engaging with local communities,” says Ms. Alghulikah.
“Pizza For Good is a special initiative for Ramadan, the idea being that with just 1 riyal, people can donate one small pizza to those in need. “We launched this campaign in 2019 and decided to continue doing it for upcoming Ramadans as well. The main goal behind the campaign in 2019 was implementing the Domino’s vision and showing the extent of Domino’s interest in social responsibility by reaching 100,000 donations, and thankfully that goal was achieved.”
In total, Domino’s distributed 117,834 pizzas during last year’s programme. Lockdown meant such handsome figures couldn’t be replicated this year, but the initiative was no less important, given the seriousness of the situation.
“This year, the initiative was run in cooperation with the Saudi Food Bank,” Ms. Alghulikah says. “With the Covid-19 situation and everyone staying home, our aim was to motivate people to donate and make a difference to someone else, whatever the circumstances may be.
“The Saudi Food Bank distributed the pizzas to families in need. The Saudi Food Bank is an organisation that collects and delivers food to beneficiaries. An agreement was reached for them to pick up the pizzas from our stores and distribute them to families in need.
“The pizza is a small margarita, but there is no predetermined number of pizzas per family, as the distribution is based on the number of family members [in the recipient household]. There is a specific schedule that we both [Alamar and the Saudi Food Bank] follow each day.”
Looking ahead, it is hoped this initiative will extend beyond Saudi Arabia to the wider MENAP region in which it operates the Domino’s franchise, taking in more than 300 branches across 11 countries. This is in addition to its retail offshoot, Premier Foods, which supplies 15 globally renowned food brands and exports to 10 countries.
“As part of Domino’s vision, we are all focusing on our part of social responsibility,” says Ms. Alghulikah.Packaging for a cause can raise your product marketing messages to align with a development sustainable goal. This could be a call to action to end poverty, to protect the planet, or to ensure that all people enjoy peace and prosperity by 2030.
When executed properly, packaging for a cause can change the world!
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