TL;DR
Domino's loyalty program, Piece of the Pie, has expanded to offer non-food incentives and has driven sales growth. The program has millions of customers and will be marketed through a national TV ad campaign.
In 2015, Domino’s rolled out their Piece of the Pie rewards program, a point-based incentives program that offers discounted food for returning customers. That program has recently been expanded to offer unique, non-food incentives, including a contest to win shares of Domino’s stock.
Millions of customers have signed up for the Piece of the Pie program, and QSR reports that the franchise is leaning on the loyalty program to drive sales for the next quarter. To that end, Domino’s is preparing a national television ad campaign to market Piece of the Pie specifically.
Domino’s CEO Patrick Doyle said Thursday during a conference call that its loyalty program has continued to be a significant driver of the brand’s sales growth through increased frequency of existing customers.
The loyalty program includes millions of customers and Doyle said the brand will continue to expand and market it. In the fourth quarter of this year, Domino’s has planned a TV advertising campaign for Piece of the Pie.
In this story
This story was originally published in 1851 Franchise on October 13, 2017. Burnaze summarizes and links to the original reporting.
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