Dodo Pizza MENASMM

Rita El Bashir

Anton Nikiforov

Dodo Pizza Social media

This guide helps partners run social media in line with Dodo Pizza’s global identity, and adapt it to the local culture.

Introduction

This guide is created to help our partner manage social media in line with Dodo Pizza’s global identity, and grow a strong brand presence across social platforms.

It includes key visual rules, tone of voice, content formats, and paid media guidelines to keep our brand consistent across markets.

While following our core brand values, feel free to adapt content to the local culture and audience. The goal is global brand consistency with local relevance.

Colors

The main color is orange. Terms of use: as a color of text, as a color of background, as a color of elements.

These pieces are already running in Dubai and Qatar. Adapt the offer and the layout to your market.

There are also colors for positioning, which are used to indicate the types of consumption.

For You

Soft yellow: individuality, self-attention, comfort, self-care.

For Friends

Warm green: neutral, modern, and friendly.

For Family

Orange Dodo: support, trust, family atmosphere.

For You, For Friends, and For Family already show up in Dubai and Qatar. Keep the colour roles and adapt the offer to your market.

You can download these templates and adapt them to your market. Click a plate and the file downloads.

Download

Download

Download

Download

Fonts

We make posts and some stories outside the app, and then we use these two fonts. Some story lines are typed inside Instagram^*, where our fonts cannot be uploaded. For consistency we always use the ones in the examples.

Rooftop. Rooftop is the primary brand font.

Rooftop

Grenette. Grenette is the accent font.

Grenette

Here is how Rooftop and Grenette look in a post.

Fonts in Stories. Directional is the font for text set inside Instagram^*. Use it with or without a background. The line has to stay easy to read.

Logo usage

Usually we don’t put a logo in every video. It happens in two cases: to show brand identity, and if we focus on Dodo App exclusively. This video as an example of brand identity ending.

CMYKGoogle DriveRGBGoogle Drive

Image and video style

Profile

These rules are already on the live accounts: Dubai^*, Dubai Academy^*, Iraq^*, and Qatar^*. The screenshots are Dubai, Iraq, and Qatar. Adapt the bio and the highlights to your market.

^* The activities of Meta Platforms Inc. and its products Instagram and Facebook are prohibited in the Russian Federation.

Story highlights

Highlight covers stay branded. Menu, Kids, and Offers are the usual categories, and six or seven highlights keep navigation clear: Dodo Coins, the Dodo App, and locations. Keep the content updated and in sync with active campaigns.

Feed aesthetics

The Dubai feed is the example. The grid reads as one picture: live photos and designed layouts, Reels, posts, and carousels, close-ups and long shots, with pizza as the product.

Tone of voice

Our brand voice is always positive, friendly, and human. We speak in a way that’s clear, warm, and approachable, like a good friend you trust and enjoy spending time with.

We adapt our tone slightly depending on the content type, and we stay true to who we are.

We write in English on every platform, in a voice that stays clear, simple, and engaging. Emojis belong in that voice. They add warmth, energy, and a bit of feeling. Humor is welcome when it stays light, friendly, and inclusive.

The traits stay fixed. What changes is the job of the post, and with it the tone.

Educational content

Helpful, clear, and encouraging. Used in app features, how to order, ingredients, tips, and explaining how a campaign works.

Brand culture

Open, friendly, and human. Used in stories about the team, franchise life, and brand milestones.

Promotions and offers

Playful, fun, and a bit cheeky. Used in special deals, limited-time offers, and discounts.

Kids and family

Caring, warm, and super sweet. Used in kids’ meals, family combos, and activities for children.

Cultural sensitivity and local relevance

The line follows the local calendar and the people in the market.

• We respect local culture, values, and traditions.
• We acknowledge and celebrate national holidays and important events in the region.
• Our tone stays respectful and appropriate during religious or sensitive periods, for example Ramadan and Eid.
• In multicultural regions such as Dubai or Doha, we may also greet communities from different backgrounds, such as Filipino, Indian, or Western expats, on their cultural holidays. For example Diwali, Independence Day, and Christmas.

Treat the lines above as a habit, not a script. We speak simply, we notice the local calendar, and we stay kind when the moment is sensitive.

Content pillars

To keep our content balanced, engaging, and brand-aligned, we follow a weekly structure with clear themes. Each day focuses on a specific type of content, helping us build a strong brand presence while staying relevant to our audience. Tuesday alternates between Inside Dodo and the Dodo App. A flexible day is there when a launch, a holiday, or a local event needs the space.

Content formats

We use different content formats depending on the message and campaign focus. Reels and stories are our core format, with other types used more selectively.

Reels

3 per week, 15 per month

Each Reel is built around a clear theme or message. It should feel dynamic and emotionally engaging. Edit vertically, 9:16, with branded elements and subtitles.

Focus areas:

• Product. Close-up, delicious, eye-catching food content.
• Promotions and offers. Time-limited deals or announcements.
• Kids experience. Family-friendly, emotional, fun.
• About Dodo. Brand stories, values, facts.
• People first. Spotlight on team members, real moments, human stories.

Stories

3 per week, at least 5 slides per story

• Focused on mini-narratives, rather than random posts.
• Usually 5 slides.
• Posted about 3 times per week.
• Tone: informal, warm, and engaging.
• Use native tools (polls, Q&A, sliders) to boost interaction.

Static posts

2–3 per month

• Posted rarely, and only when the context needs them.
• Used to support campaign launches, major discounts, and holiday greetings.
• Pinned informational content.
• Posts stay visible and relevant during key periods.

For example, a new flavor drop.

Captions for posts and Reels start with a lowercase letter. Written this way, the text looks cleaner.

Carousels

1–2 per month

• Used occasionally, mostly for an educational purpose.
• Examples: explaining app features, brand mission, or customer tips.
• Layout follows the brand visual identity.
• Content is structured and easy to swipe through.

Live streams

• Used during giveaways or major community activations.
• Format: friendly, casual, team-led.

Forbidden content

• Political or religious content.
• Unapproved collaborations.
• Content that doesn’t follow the brand aesthetic or tone.
• Stock images. We use only our own production files.

Monthly content plan

Week 1

Week 2

The following weeks in the template are left open. Sunday stays without content.

Engagement

We aim to build real, human relationships with our audience through consistent and respectful communication.

Responding to comments and DMs. A reply should feel like a person at the counter.

• Reply in a friendly, helpful, and timely manner, ideally within 12–24 hours.
• Use a warm, conversational tone. Be human.
• Use emojis when they fit, and stay on-brand.
• Genuine questions and feedback get a reply.
• If someone shares a positive experience, thank them and engage back.
• If someone is confused or unsure, explain clearly and help.

Handling complaints or sensitive messages. A public reply stays short, and the details move into a DM.

• Stay calm in comments and DMs. Acknowledge the issue.
• Move the conversation to a private DM when needed.
• If the issue is serious, escalate it internally to operations or customer care.
• Follow up once it is resolved.

Cultural etiquette and sensitivity. A greeting follows the local calendar, and the reply stays inside it.

• Respect local culture, traditions, and values.
• Replies stay clear of anything that could be read as offensive, sarcastic, or dismissive.
• Be extra mindful during religious periods like Ramadan, Eid, or national days.
• Use appropriate greetings and holiday messages for local audiences, for example Qatar National Day, Eid Mubarak, Diwali.
• Religion, politics, and sensitive social issues stay out of comments.
• Humor that may not translate well cross-culturally stays out too.

Paid social media

Suggested monthly ad budget for Reels is $500 per month.

These Reels are the kind we put budget behind. They already work, so use them as a reference.

Influencers

We work with local creators so the brand shows up in a voice people already trust. The notes below cover who we choose and how a collaboration is set up.

Why we work with influencers. Influencers help us reach new audiences, build trust, and generate authentic word-of-mouth through content that feels personal and local.

Who to work with. We look for creators whose audience already eats with us.

• Focus on medium and large creators, from 30k to 90k+ followers.
• Food bloggers, moms, lifestyle creators, family-focused accounts.
• Followers match our audience: families, young professionals, expats, locals.
• Check for authentic engagement and brand safety. Real followers, and a clean track record.

Collaboration format. A collaboration can stay simple. We offer something useful, and we do not pay for the post.

• Product exchange, for example free pizza for a review or a story mention.
• Invitations to openings, events, and kid-friendly experiences.
• Paid collaborations are off the table.

After that, the shape of the content is up to the creator. We stay clear about what the collaboration is.

Flexible, creator-led content. The creator picks the shape of the post.

• Influencers choose the format that works best for them: Stories, Reels, posts, or a combination.
• We do not hand them a script.
• Authenticity comes first. We trust their voice and creativity.

Transparent collaboration. The post should sound like them, and it should happen again.

• Creators are free to highlight what they genuinely enjoy.
• We aim for repeat collaborations, rather than one-time posts.

How we talk to influencers. A collaboration usually takes three messages: the first note, the details once they say yes, and a thank-you after the post is live.

Hi dear ambassador! 🧡🎃

Halloween is coming, and we’ve just launched our Spooky Combo at Dodo Pizza!

The combo includes 3 delicious pizzas — Little Italy, Margherita, and Chicken Cheddar!

We’d love to send you our Spooky Combo to try and share with your audience! In return, we’d be happy to receive a series of Stories or a Reel — the content format is totally up to you!

If you’re happy to join, please let us know!

omg! love it

yes.. i am in 😊

Yah! Happy to hear that! ❤️

Please send me the following information:
– your location,
– your phone number for the courier,
– and your preferred delivery time 🙌

Please note that if you would like to receive the order today, the request needs to be confirmed at least 3 hours in advance, as I need to pass the information to the team beforehand 😊

Hi 🧡

Thank you so much for sharing such lovely content with us! We really appreciate your creativity and the effort you put into showcasing Dodo Pizza 🍕✨

It was a pleasure working with you, and we hope this is just the beginning of more exciting collaborations together! 😊

These are collaborations we have already run.

Blogger reporting

KPIs and reporting

To evaluate performance and see that content is driving real results, we track key social media metrics every month.

The monthly report is where these numbers sit together. You can copy the template and fill it for your market.

SMM Insights Dubai

Benchmarks. These ranges describe a healthy month for the Dubai and Qatar accounts.

• Engagement rate: 3–4% is good, 6% is very strong.
• Reach growth: +10–20% monthly during active campaigns.
• Accounts engaged should grow in line with reach.
• Follower growth: steady, even if slow. Quality over quantity.

It’s the quality of engagement that matters alongside the numbers. Pay attention to meaningful comments, saves, and DMs.

^* The activities of Meta Platforms Inc. and its products Instagram and Facebook are prohibited in the Russian Federation.