Domino’s rewards customers for disloyalty

Domino’s is promoting a limited-time addition to its rewards program that kicks off the day before Super Bowl Sunday, one of the top five days of the year in the ever-competitive pizza industry. The leading pizza chain is giving points for any brand of pizza. Someone could even heat up frozen pizza and earn points.

The offer gives anyone who signs up the chance to get free pizza without having to buy from Domino’s.After Domino’s cooked up the idea, its internal analytics and digital team worked on an artificial intelligence system that recognizes photos of pizza.

Thousands of photos were tested. Some trickery is actually allowed. If a dog has a pizza-shaped toy, a photo would get points for the owner, as the ad explains.¬†While the 12-week offer may sound like a gimmick or act of desperation, it comes as Domino’s is playing from a position of strength and could extend its dominance over competitors including Pizza Hut, Little Caesars, Papa John’s and numerous smaller chains.

To get the rewards, people need to sign up for Domino’s loyalty program and share a photo of pizza, up to once a week. Each photo counts as 10 points. After six photos are approved by the company’s “Piedentifier” artificial intelligence system, the person has 60 points that can be redeemed for a free pizza.

Domino’s traditionally doesn’t advertise in the Super Bowl and this year is no exception. The main push will be TV ads, with a heavy rotation on Saturday and on Sunday in the hours before kickoff.

Why It’s Hot

Domino’s owns the pizza delivery space and rewarding customers for eating the competition is a snarky way of reminding them who is the best.