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Domino’s Mobile Game Engages Loyal Pizza Lovers

Dominos Recipe for Success Customer Engagement and Loyalty
Domino’s Pizza is giving loyal customers yet another way to earn points toward free pizza – by beating the new Piece of the Pie Pursuit mobile game.

Domino’s Piece of the Pie Rewards launched in 2015. Since then, the program has grown to include millions of members. In 2016, Domino’s announced its Piece of the Pie Rewards contest which gave loyalty members the chance to win free shares of Domino’s stock, as well as a share of the profits from real Domino’s stores. Domino’s launched its first-ever loyalty member appreciation week in April 2017, giving members double the points on every online order of $10 or more.

Domino’s Recipe for Success: Customer Engagement and Loyalty

Domino’s understands that loyalty is not just about transactions. Domino’s continues to engage their customers before, during, and after the sale. The new game appeals to Domino’s tech-savvy customers and rewards them for engaging with the brand.

Consumer engagement initiatives are an essential element to restaurant loyalty programs, said Sallie Burnett chief loyalty strategist at Customer Insight Group. Research shows that Baby Boomers are slightly less interested in earning rewards through engagement than other age groups (66%), Gen X are more interested (79%) and Millennials are by far the most interested in being rewarded beyond purchase (85%).

Piece of the Pie Pursuit” Mobile Game

Piece of the Pie Pursuit puts players in the center of Domino’s latest TV commercial about Piece of the Pie Rewards®, featuring a custom-built Rube Goldberg machine. Each section provides players with pizza-themed challenges – such as guiding your pizza cutter car along a boost-filled track in a race against the clock or using a pizza sauce “spoodle” to catapult to new heights – and highlights different ways to order Domino’s. Players who beat all six levels in the game will receive 10 Piece of the Pie Rewards bonus points toward free pizza once they place their next qualifying order.

“This is the ultimate game for pizza fanatics,” said Steve Kennedy, Domino’s director of loyalty. “Not only does it have six types of unique gameplay to keep you coming back for more, but it also gives Piece of the Pie Rewards members a chance to earn real-world bonus points toward free pizza.”Reward Status for Pizza Pie Rewards

Piece of the Pie Rewards members receive 10 points per day for any Domino’s order of $10 or more. When customers reach 60 points, they can redeem them online for a free medium two-topping pizza. Members receive special offers with additional opportunities to earn and redeem points throughout the year. They can track past purchases, earned points and redeemed points via their Pizza Profile. Members can track past purchases, earned points and redeemed points via their Pizza Profile.