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Domino’s Includes Competition in Temporary Loyalty Push


Has Domino’s lost its mind? The largest pizza company on the planet is launching a temporary loyalty program that includes all pizzas, including those from its prime competitors and pizzas made and cooked at home. The company says this new, temporary effort is a celebration of “all that pizza love.”

Beginning on Saturday, February 2, just ahead of one of the biggest pizza days of the year, Domino’s will begin awarding rewards points for all pizza that customers may eat through its new Points for Pies program.

As explained by Domino’s, the process is simple: Customers download the latest Domino’s app, sign up for the Piece of the Pie Rewards loyalty program (if not already a member), use the newly-embedded pizza identification feature to scan their pizza. Customers can then earn 10 points. After a customer earns 60 points, they can redeem them for a free medium two-topping Domino’s pizza.

“Instead of advertising during Sunday’s game, we decided to invest in a breakthrough program that rewards everyone who loves pizza as much as we do,” said Art D’Elia, Domino’s senior vice president and chief brand officer. “We know everyone is asking themselves, ‘Did Domino’s just say they will award points for eating any pizza? Even from a competitor?’ You read that right; oh yes we did!”

Domino’s typically sells nearly 2 million pizzas and 4 million chicken wings on the biggest football day of the year—about 40 percent more pizzas than a normal Sunday. Additional details can be found at pointsforpies.com.  

New technology

Technology is an important element of Domino’s Points for Pies program. Domino’s internal teams developed a pizza identifier that will scan each pizza or slice and will then use artificial intelligence-driven software to identify the image as pizza so points can be awarded. This technology will recognize all pizza for rewards, not just Domino’s. It won’t give points for hamburgers, turkey sandwiches or any non-pizza item.

“This is the first time Domino’s is using AI technology like this,” said Dennis Maloney, Domino’s chief digital officer. “It will be running the pizza identification process and is already smart enough to identify all pizza, even if it is a homemade English muffin pizza, a pizza with a hotdog stuffed crust, or a high-end artisan pizza. It can even identify if it’s a dog’s squeaky pizza toy.”

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at




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