Domino's New "Piece of the Pie" Program Rewards More Than Just Its Slice of the Market

Well-known pizza chain Domino’s is rolling out a new “revolutionary” rewards program just before the big game between the Los Angeles Rams and New England Patriots, according to an article in QSR. Starting on Feb 2, pizza aficionados who download the newest Domino’s app and sign up for the brand’s “Piece of the Pie” program can access an embedded pizza identifier that awards the user points when they scan their pizzas. “The big catch,” the article says, is that “This includes competitors’ pizza, not just Domino’s.”

According to the article, Domino’s Senior VP and Brand Officer Art D’Elia said in a statement: “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,” including pizza ordered from competitors.

The app uses AI technology to scan users’ photos of their slices or pies and then compares across its database to match the pizza to provider, awarding points toward rewards even with the good don’t come from Domino’s, the article said.