In its effort to garner customer loyalty as the SuperBowl pizza rush approaches, Domino’s is giving its Points for Pies rewards program’s members an opportunity to amass points without the need to purchase a pizza from the chain.
Art D’Elia, the chief brand officer and senior VP of Domino’s, said: “Instead of advertising during Sunday’s game, we decided to invest in a breakthrough program.”
To get the promotion, diners are required to download the QSR’s application and then register for the Domino’s rewards program.
They can they utilize a “newly embedded pizza identification feature to scan their pizza,” allowing them to get 10 points from Domino’s.
In turn, customers redeem 60 points, specifically for a medium two-topping pizza at the restaurant chain.
Domino’s digital analytics team developed a tool by leveraging artificial intelligence that can identify a pizza in a picture, making the promotion possible.
“We kept the definition broad, and we landed on an open-faced expression of sauce, cheese, and crust,” Domino’s Vice President of Advertising Kate Trumbull told AdAge.
Even though Domino’s will not accept credit for other food products such as hamburgers and turkey sandwiches, the company’s Chief Digital Officer Dennis Maloney, noted that the AI-powered tool could identify different varieties of pizza.
He said: “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.”
According to AdAge, the move by Domino’s comes before the Super Bowl weekend, “one of the top five days of the year in the ever-competitive pizza industry.”
Domino’s claims that it sells nearly two million pizzas and four million chicken wings “on the biggest football day of the year.”
As far as pizza is concerned, the figure shows a 40% increment over the volume of product sold on a regular Sunday.
The report also showed that the average growth in check size, especially for digital orders was 20%.
It also discovered that a 50% share of PizzaHut’s sales in 2018 were placed via QuikOrder.
Domino’s Digital AI Push
Recently, Domino’s also rolled out other digital initiatives
Back in April, the QSR claimed that it was supplying to non-traditional delivery areas, including beaches, parks and sports fields, via its Domino’s Hotspots program.
Nonetheless, the alternative was available for only the prepaid orders placed on Dominos.com and mobile applications.
In a press release, Russell Weiner, the USA president of Domino’s, said: “We know that delivery is all about convenience, and Domino’s Hotspots are an innovation that is all about flexible delivery options for customers.”
The recent initiative by Domino ’s came after the company ’s former Chief Executive Officer Patrick Doyle projected additional voice orders from deliveries and customers from self-driving cars.
He claimed in 2018 that “…over the next three to five years, I think you will see more and more people using natural voice to place orders, as opposed to thumbing things into their screens.”
For now, QSRs such as Domino’s are currently tapping into their rewards and loyalty programs in a bid to spearhead promotions as they move into a digitally powered future.