Domino’s promotes rivals’ products on the path to consumer insight and engagement

Domino’s, the restaurant chain, ran a loyalty program that rewarded consumers for eating its own products, as well as alternative offerings made by its competitors, and even homemade pizzas.

In early 2019, Domino’s Pizza launched a loyalty campaign with a difference.

The quick-service chain’s “Points for Pies” initiative aimed to celebrate “the love of pizza” by asking consumers to visit its branded mobile app and upload an image of a pizza in exchange for loyalty points.

What was the campaign’s secret sauce? Consumers could upload a photograph of any pizza – be it from Domino’s itself, a competitor’s product, a homemade effort, or a frozen pie – to claim their reward. Users were limited to one photo per week, and earned ten points for each upload made using the...

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