For the Love of Pizza: Domino's to Offer Rewards Points for Any Pizza - Even Competitors'
ANN ARBOR, Mich: Domino's Pizza (NYSE: DPZ), the largest pizza company in the world based on global retail sales, knows for a fact that people love pizza.
From Feb. 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. 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 and voila! 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! All the details can be found at pointsforpies.com.
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 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.
New Ad Airing This Weekend
Domino's CEO, Ritch Allison, will appear in TV commercials for the program, which begin airing on Feb. 2. Not only is it the first time that Allison has been in a Domino's ad, it's also the first time a Domino's ad has been shot in a restaurant other than Domino's.
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 Kate Trumbull, Domino's vice president of advertising. We chose a place that was special to our CEO when he lived in Atlanta - Antico Pizza, an acclaimed family-owned favorite that puts just as much love into their pizza as we do.
The new ad can be viewed at youtube.com/dominos.