---
title: "Domino's New \"Piece of the Pie\" Program Rewards More Than Just Its Slice of the Market"
url: https://burnaze.com/article/0c832735-2859-47c9-9af1-36cad3189642
source: "1851 Franchise"
original_url: https://1851franchise.com/dominos-new-piece-of-the-pie-program-rewards-more-than-just-its-slice-of-the-market-2709027
category: "Pizza"
industry: "Restaurants"
segment: "Pizza"
published: 2019-01-30T22:17:01.000Z
modified: 2026-11-01T02:32:51.616Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/a6fa3d16222a15a64272458655df4e042613.jpg
---

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

**TL;DR:** Domino's introduces a new rewards program called 'Piece of the Pie' that allows customers to earn points for scanning pizzas, including competitors' products. The program starts on Feb 2 and uses AI technology to identify the pizza and award points.

*originally published in 1851 Franchise on 2019-01-30. [Read the original](https://1851franchise.com/dominos-new-piece-of-the-pie-program-rewards-more-than-just-its-slice-of-the-market-2709027).*

## Story

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.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- Domino's (company)
- ai technology (topic)
- rewards program (topic)
- mobile app (topic)
- pizza market (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/dominos-new-piece-of-the-pie-program-rewards-more-than-just-its-slice-of-the-market-2709027). Summarized by Burnaze (https://burnaze.com/article/0c832735-2859-47c9-9af1-36cad3189642).