Domino’s is now giving pizza fans points for any pizza they purchase—even if it’s from a competitor. The company is launching the new rewards program right before one of biggest pizza consuming days of the year, the Super Bowl. Additionally, it’s the first time Domino’s will use AI to recognize pizza, its part of the brand’s constant investment in consumer technology.
On February 2, Domino’s will start awarding rewards points for all pizzas a customer eats through its Points for Pies program. Consumers need to download the latest Domino’s App, then sign up for the Piece of the Pie Rewards loyalty program, and will need to use the pizza identification feature to scan their pies. Once they earn 60 points consumers can redeem a free medium two-topping pizza from Domino’s.
Domino’s CEO Rich Allison will also appear in his first TV commercial for the brand on February 2.
“Instead of advertising during Sunday’s game, we decided to invest in a breakthrough program that rewards everyone who loves pizza as much as we do,” said Art D’Elia, Domino’s senior vice president and chief brand officer in a statement. “We know everyone is asking themselves, ‘Did Domino’s just say they will award points for eating ANY pizza? Even from a competitor?’ You read that right; oh yes we did!”
The company’s internal team created the software that scans the pizza and the AI will identify the image as pizza so that points can be awarded correctly. They’ve also accounted for people trying to cheat.
“It will be running the pizza identification process and is already smart enough to identify all pizza, even if it is a homemade English muffin pizza, a pizza with a hotdog stuffed crust, or a high-end artisan pizza. It can even identify if it’s a dog’s squeaky pizza toy,” stated Dennis Maloney, Domino’s chief digital officer.
Last November, Domino’s launched a New Pizza Chef to their mobile app using AR. The feature allows customers to pick their crust, cheese, swirls and toppings. The virtual creation could be made into a real pizza and delivered to the user.
Domino’s also tested various new ways to order a pizza, including a voice-recognition ordering platform, and in 2014, they launched a virtual ordering assistant, DOM, that acted as the voice of the Domino’s Tracker.