This year, ahead of Super Bowl Sunday—one of the biggest days of the year for pizza—Domino's is introducing its Points for Pies program, which provides loyalty points for any pizza eaten, even if it comes from a Domino's competitor. The rewards program for undiscriminating pizza lovers has participants download the Domino's app, sign up for the Piece of the Pie Rewards loyalty program and use the in-app pizza identification feature to scan the pizza they are eating to redeem 10 points. Once 60 loyalty points have been collected, they can be redeemed for a free medium two-topping Domino's pizza.
As Domino's SVP and Chief Brand and Innovation Officer Art D'Elia describes, "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."
Key Themes Behind This Trend
- Loyalty Points Programs
- Opportunity for businesses to create innovative loyalty programs that reward customers for purchases.
- Competitor Collaboration
- Potential for businesses to collaborate with competitors to create mutually beneficial reward programs.
- Scanning Technology
- Emerging trend of using scanning technology to identify and track customer purchases for rewards.
Where This Applies
- Food Delivery
- Opportunity for food delivery companies to create loyalty programs that incentivize customers to order from multiple restaurants.
- Mobile Apps
- Potential for mobile app developers to create scanning features that can be used by various businesses for reward programs.
- Marketing and Advertising
- Emerging market for marketing agencies to help businesses create innovative and disruptive reward programs.
