Domino’s Pizza launched its Piece of the Pie Rewards loyalty program during the fourth quarter of 2015, and company officials never forget their devout customers.
This week, Domino’s Pizza is giving its loyalty program members a special perk: Double the points on every online order of $10 or more placed through April 16.
Steve Kennedy, director of loyalty for Domino’s Pizza, told Loyalty360 that the loyalty program has grown quickly and has evolved into a great platform for building brand engagement with customers.
“We have received a great response from our members and the program has been one of the many elements that have driven our business performance,” Kennedy explained.
What prompted this first-ever loyalty program member appreciation week and what are your goals for it?
“We are constantly looking for ways to genuinely reward our best customers for doing what they love to do, which is enjoy Domino’s,” Kennedy added. “With the goal of building further on the positive impact the program is having, member appreciation week was just another way for us to say, ‘thank you,’ to our members for being loyal fans of the brand.”
Piece of the Pie Rewards members will receive 20 points for every online order of $10 or more placed this week only (only one order per day is valid). Once customers earn 60 points, they can redeem them online for a free medium two-topping pizza. Rewards members can track their past purchases, earned points and redeemed points via their Pizza Profile.
Customers who aren't enrolled in Domino’s Piece of the Pie Rewards® program can enroll this week and receive double the points on any qualifying order. Those who are interested in the program can sign up at dominos.com.
Founded in 1960, Domino's Pizza is the recognized world leader in pizza delivery, with a significant business in carryout pizza. It ranks among the world’s top public restaurant brands with a global enterprise of more than 13,800 stores in over 85 markets. Domino’s recorded global retail sales of nearly $10.9 billion in 2016.
Kennedy said that the key to a successful loyalty program for Domino’s is one that is mutually beneficial to both franchisees and its loyal customers.
“The program needs to work in a way in which it provides value to our members and, as a result, drives positive business performance for our franchisees,” he added.