For the Love of Pizza: Domino's to Offer Rewards Points for Any Pizza - Even Competitors'
"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 - 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 on a normal Sunday. Stores have prepared for weeks so that they're ready to serve customers during the busiest hours – right before kickoff through the halftime show – some of the most intense pizza-ordering hours of the year. Considering Domino's alone sold enough pizza to cover more than 5,000 football fields last year, we know there are a lot of pizza lovers out there who will be eligible to claim rewards points!
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 that points can be awarded. This technology will recognize all pizza – not just Domino's – for rewards. Sorry – it won't give points for hamburgers, turkey sandwiches or any nonpizza item.
"This is the first time Domino's is using AI technology like this," said
New Ad Airing This Weekend
"We knew that filming this commercial in a pizzeria that was clearly not Domino's would really demonstrate our commitment to awarding points for all pizza," said
The new ad can be viewed at youtube.com/dominos.
Points for Pies Program Details
Domino's will award Piece of the Pie Rewards members with Points for Pies points when they use the latest version of Domino's mobile app to scan a "pizza or an eligible image of a pizza" from
Domino's has committed to giving pizza lovers at least 100 million points toward free pies during the program's 12-week duration. Members can earn 10 points through scanning one pizza per week and can earn up to a maximum of 60 points through Points for Pies. Traditional rewards points, earned through pizza purchases at Domino's, can be combined with Points for Pies credits to earn a free Domino's pizza.
Every day more Points for Pies credits will become available. Point availability may run out throughout the day. This doesn't mean they're gone forever, though. Customers can check back as more points become available. The mobile app will indicate when Points for Pies are unavailable and encourage participants to return later to claim points. Points earned through Points for Pies will expire after six months. Further details can be found at pointsforpies.com.
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Jenny Fouracre, (734) 930-3620, Jenny.email@example.com