There is an even bigger incentive for consumers to order pizza at Dominos. While other establishments rely on the popularity of pizza as the go-to food choice, Dominos is "the first and only national pizza delivery chain to offer loyalty points via online, phone and in-store orders."
Previously, consumers were only able to earn points for the Piece of the Pie Rewards only through placing their order online. In an attempt to improve the Dominos experience for people, the establishment extends the initiative so that "everyone can earn points toward free pizza no matter how they choose to order."
So far, the Piece of the Pie Rewards program includes millions of members -- enough for Dominos to extend the perks with a loyalty member appreciation week, exclusive contests and free toppings options.
Order-Inclusive Reward Programs
Consumers Can Earn Points with the Way They Order Pizza at Dominos
Trend Themes
1. Order-inclusive Loyalty Programs - Loyalty programs expanding to include all order channels, such as online, phone, and in-store, provide a broader reach and more opportunities for customers to earn rewards.
2. Expanded Customer Incentives - Extending loyalty programs to all ordering methods enhances the customer experience and encourages more frequent purchases.
3. Integration of Offline and Online Loyalty - Combining online and offline ordering under a single loyalty program creates a seamless and convenient experience for customers, regardless of their preferred ordering method.
Industry Implications
1. Food Delivery - Loyalty programs that reward customers for all order channels can disrupt the food delivery industry by attracting and retaining more loyal customers.
2. Restaurant Chains - Restaurant chains can leverage order-inclusive loyalty programs to enhance customer loyalty, increase sales, and differentiate themselves from competitors.
3. E-commerce Platforms - E-commerce platforms can explore partnerships with food delivery services and implement order-inclusive loyalty programs to drive customer engagement and increase order volume.