Domino's Loyalty Program Ups Rewards, VP Disses Other QSR Deals


This week Domino’s Pizza announced the relaunch of Domino's Rewards, its revamped loyalty program.

The new Domino’s Rewards offers loyalty members more ways to use their points and increased options for redemption. Loyalty members will now earn 10 points on every order of $5 or more.

The world’s largest pizza chain has also lowered the threshold for redemption. At 20 points, members have the choice of redemption for a free dipping cup, a 16-piece order of Parmesan Bread Bites or a 20 oz. drink. At 40 points, customers get an order of Bread Twists or Stuffed Cheesy Bread. At 60 points, customer can choose between a medium, two-topping pizza, pasta, an Oven-Baked Sandwich or a 3-piece order of Chocolate Lava Crunch Cakes.

"At a time when most brands are scaling back their loyalty programs and making it more difficult to earn and redeem points, Domino's is doing the opposite,” claimed Mark Messing, Domino's vice president of digital experience and loyalty, in a release. “We want to make it easier to reward our customers and give them more options so they can get rewarded faster."



The previous Piece of the Pie loyalty program, which launched in 2015, gave members 10 points per orders $10 and over. Once customers accrued 60 points, they could redeem their points for a free medium two-topping pizza. Existing members’ points will be carried over to the new rewards program.

In addition to redeeming points for food, the new Domino’s Rewards will offer yet-to-be-announced members-only perks, discounts and additional ways to earn bonus points.

To draw loyalty members to the program, Domino’s is offering its Pepperoni Stuffed Cheesy Bread for 20 points for a limited time until Oct. 22. The Cheesy Bread is normally a 40-point redemption.

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