MARKETING | Staff Reporter, UK

Domino's teams up with The Beast to create 'The Domino's Dab'

The pizza chain came up with the Dab alongside footballer Adebayo ‘The Beast’ Akinfenwa.

The warm up routine has been created to protect the most valuable assets in Domino’s stores nationwide; the hands that skillfully make each and every pizza fresh-to-order, and are the focus of a new TV ad, which just launched this weekend.

The mini workout has been inspired by Wycombe Wanderers striker and the world’s strongest footballer The Beast’s own dabs and secret handshake goal celebrations as well as the wave of others in the Premier League. These include Tottenham teammates, Harry Kane and Dele Alli and Liverpool’s dancing trio of Sadio Mane, Philippe Coutinho and Roberto Firmino.

Around 35,000 Domino’s team members across the country will be using The Beast’s special exercise at the start of their working day, serving the nation its favourite pizza, fresh-to-order. To honour the man behind the drill, Domino’s is also introducing special edition pizza legend, The Meat Beast, which is available online and in the striker’s hometown store in South Bromley.

Research carried out as part of the campaign revealed that Sir Alex Ferguson’s wrist tapping is football’s most famous hand gesture, coming ahead of Gary Lineker’s signal to ‘watch’ Gazza in 1990, Gareth Bale’s heart-shaped symbol and record Premier League goalscorer Alan Shearer’s open palm celebration.


1. Fergie’s wrist tapping to remind referees of the ticking clock

2. Gary Lineker signals to ‘watch’ Gazza in the 1990 World Cup Semi Final

3. Gareth Bale’s heart-shaped symbol

4. Alan Shearer’s open palm celebration

5. Robbie Keane’s guns (after his cartwheel celebration)

6. Bebeto and the Brazilians ‘Baby Cradle’ in the 1994 World Cup

7. Luis Suarez wrist kiss

8. Jimmy Bullard mimics manager Phil Brown by wagging his finger at Hull City teammates

9. Wayne Rooney shadow boxing

10. Harry Kane and Dele Alli’s secret handshake

Adebayo Akinfenwa said: “The team at Domino’s has some of the most skilled hands in the country, and every winning team need proper training and warm-up exercises to stay the best. Football is about being good with your feet, but a lot of us like to get creative with our goal gestures when we get a chance to celebrate. I’ve had about 20 different dabs over the years, so creating a special routine for Domino’s was great fun and came really naturally.”

Louise Butler at Domino’s commented: “The secret to Domino’s freshly made pizza really is the hands behind it, so what better way to get them prepped for the day ahead than their own warm-up exercise! We’re delighted that Adebayo Akinfenwa has been able to help us create something really unique for our team and have no doubt the new set will be commonplace across our 35,000 team members very soon.”

Do you know more about this story? Contact us anonymously through this link.

Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

To get a media kit and information on advertising or sponsoring click here.