Pizza Redemption: Using AI to Transform Pizza Accidents into Savings

DiGiorno's Pizza Rescue Program

DiGiorno recently introduced the Pizza Rescue Program to encourage customers who have received damaged delivery or carry-out pizzas to purchase a frozen pizza from the brand.

Consumers have the opportunity to upload a photo of their takeout pizza on a special website. Using artificial intelligence (AI), Nestlé will assess the extent of any damage to the pizza, and this will determine the value of a digital coupon that the consumer will receive.

This initiative will be active from March 14, which is also known as Pi Day, until April 11. Nestlé's frozen pizza brand aims to help consumers in a unique way that has already boosted loyalty for similar quick-service restaurant (QSR) competitors.

DiGiorno's Pizza Rescue Program

DiGiorno's Pizza Rescue Program aims to connect with customers who have had a bad experience with pizza delivery or carry-out. By using mobile, AI-enabled technology, they can transform these mishaps into digital coupons. Customers can simply upload a photo of their damaged pizza on a microsite to receive a corresponding coupon. For instance, if the pizza is up to 30% damaged, they will get $1 off; up to 60% damaged gets $1.50 off, and up to 100% damaged gets $2 off.

Kimberly Holowiak, senior brand manager for DiGiorno, expressed the common frustration of receiving a damaged pizza after delivery or carry-out. To address this issue and make pizza nights more enjoyable, DiGiorno is offering discounts to customers in the hopes of reducing stress and ensuring delicious meals.

Another example of this strategy is seen in Domino's "Emergency Pizza" promotions, which focused on providing free or discounted pizza to alleviate the disappointment of ruined dinners. This initiative helped boost the relaunched loyalty program and contributed to increased same-store sales in the U.S. during Q4 2023. Similarly, DiGiorno's Pizza Rescue Program aims to enhance mobile engagement and retail sales by tapping into the same consumer insight.

Brands are increasingly incorporating AI technology into their marketing strategies. For example, Burger King in Brazil recently utilized AI to transform photos of hangovers into delivery coupons for their "Hangover Whopper" campaign. Similarly, the use of AI to evaluate damaged pizza showcases the growing trend of companies embracing generative AI.

Editor's P/S:

DiGiorno's Pizza Rescue Program is a clever and innovative way to address the frustration of receiving damaged pizza. By using AI to assess the extent of the damage, the program offers a fair and convenient way for customers to receive compensation. This initiative not only helps to reduce the stress associated with such mishaps but also encourages customers to purchase frozen pizzas from the brand.

The use of AI in the Pizza Rescue Program is particularly noteworthy. As brands increasingly incorporate AI into their marketing strategies, we can expect to see more creative and effective solutions to common problems. This program is a testament to the power of AI to enhance customer satisfaction and drive sales.