From Saturday, fans of Domino can earn a free pizza by buying pies from Pizza Hut, Papa Johns or other rivals.
Papa Johns reported digital sales over 60 percent of revenue in 2017 and predicted it would hit 80 percent in a few years. But after John Schnatter was founded in public scandals, he sold.
Domino, the market leader, will not get any data through the campaign about where the users got their pizza. Spokeswoman Jenny Fouracre-Petko said that AI-powered software was built to identify the food as pizza, but it can't identify where the pizza is from.
Instead, the campaign is meant to drive new pizza fans to the Dominos app, limiting the number of points up and splitting them equally between new and recurring loyalty members every week.
For customers, restaurant bars are a convenient way to order food. They can exchange a phone call for an app that will remember their orders and payment information. For companies, the mobile apps provide data on consumer preferences and increased sales. When customers order online, average control increases by 26 percent, according to a report by management consultant Deloitte.
Domino is not afraid to use stunts to get customers to use their app. In 2016, the company gave away thousands of free shares in the shares to loyalty program members. Domino has also launched its own zero-click app that orders pizza when the app is opened.
Participants in Domino's last campaign can only receive points for a pizza once a week. Pizza fans who earn 60 points, maximum allowed, can substitute for a free medium pizza with two toppings. Domino's plans to make at least 100 million points available during the 12-week period.
The campaign starts just in time for the Super Bowl, which runs from February 2 to April 28. Dominoes usually see a 40 percent jump in sales during the big game over average Sundays. The game is usually the busiest day of the year for NFL's official sponsor, Pizza Hut.
Burger King, owned by Restaurant Brands International, used a similar gimmick last year to encourage customers to download their relaunched mobile app. Customers using their app could order a Whopper for 1 cent as long as they were within 600 feet of the burger chain's largest competition – McDonald's.