Domino's innovative rewards program offers free 'craving rescue' pizza

Article Brief:

Customers who make a digital purchase of $7.99 or more will receive a complimentary medium two-topping pizza to be redeemed on a future date. Domino's, in collaboration with its agency of record Work in Progress, is promoting this initiative through a comprehensive advertising campaign spanning television, print, outdoor, social, and digital platforms.

This free pizza offer is being introduced less than a month after the chain redesigned its rewards program, which now features various levels of redemption options and faster point accumulation. The prospect of receiving free pizza may serve as an incentive for customers to join the rewards program.

Article Insight:

In a bid to enhance its rewards program, Domino’s aims to provide assistance to consumers during pizza emergencies. Taking inspiration from situations where a meal gets burned or unexpected guests arrive, Domino’s is offering a pizza giveaway to aid consumers in unexpected circumstances while also promoting the use of its improved rewards program. This offer will remain available until Feb. 24, 2024.

To boost the pizza program, Domino’s joined forces with their agency of record, Work in Progress, for a comprehensive campaign that encompasses TV, print, out-of-home, social, and digital platforms. The inaugural component of this campaign is a 30-second advertisement named "Jar," which portrays a Domino's delivery person magically appearing through a secret door to deliver a pizza to a customer who struggles to open a jar of tomato sauce.

Domino's, the largest pizza chain globally, made significant improvements to its loyalty program in September. A part of these enhancements includes members now earning 10 points for every order of $5 or more. Previously, they had to spend twice that amount to earn points.

In order to claim the emergency pizza reward, customers need to either sign in or create an account with Domino's Rewards program within seven days of placing their initial order. The subsequent free pizza offer is automatically earned and valid for 30 days. Requiring members to sign in again through the emergency pizza program may motivate users to continue engaging with the program.

Domino's has embraced technology and digital ordering systems as a crucial part of its strategy in recent years. In 2022, more than 80% of its retail sales in the U.S. were conducted through digital channels. The company has also made strides in promoting digital ordering, such as integrating with Apple CarPlay and implementing a pin dropping system that allows customers to have their pizzas delivered to any location.