Rather than implementing a traditional loyalty program for customers, Domino's worked with the CP+B creative agency on the creation of a unique new way to engage and reward its most loyal fans.
Domino's loyalty program, Piece of the Pie Rewards, invites customers to actually become part of the company by becoming shareholders; each month, 25 members will be given 10 shares of Domino's stock. To pair this reward with something more tangible, Domino's also sends out a special-edition pizza box that resembles a briefcase with a coating of faux leather paper stock, a gilded pizza cutter, a certificate and other fine details on the inside.
Domino's has found that since it has implemented Piece of the Pie Rewards, share prices have increased 24%.
VIP Pizza Boxes
Domino's Loyalty Program for Customers Turns Them into Shareholders
Trend Themes
1. Loyalty Program Innovation - The Domino's loyalty program that turns customers into shareholders demonstrates a disruptive innovation opportunity for businesses to engage and reward their loyal fan base in a unique way.
2. Gamification in Loyalty Programs - Domino's Piece of the Pie Rewards program, which offers shares of the company as a reward, showcases the potential disruptive innovation opportunity of applying gamification elements to loyalty programs in various industries.
3. Exclusive Rewards Packaging - The special-edition pizza boxes with luxurious details used by Domino's to accompany its loyalty program presents a disruptive innovation opportunity for businesses to enhance the perceived value of their rewards through unique packaging.
Industry Implications
1. Food Service Industry - Domino's loyalty program and unique pizza box packaging present a disruptive innovation opportunity for restaurants and food service businesses to create engaging loyalty programs and enhance customer experience through exclusive packaging.
2. Retail Industry - The concept of customers becoming shareholders in a loyalty program, like Domino's Piece of the Pie Rewards, highlights a disruptive innovation opportunity for retailers to explore novel ways of engaging customers and building loyalty.
3. Financial Services Industry - The incorporation of stock rewards in Domino's loyalty program suggests a disruptive innovation opportunity for financial services companies to develop innovative investment-focused loyalty programs that align with customer interests and preferences.