Domino’s revamps loyalty program with more reward opportunitiesDomino’s revamps loyalty program with more reward opportunities

Joanna Fantozzi

Domino’s Pizza announced Tuesday the launch of Domino’s Rewards: a revamp of the Ann Arbor pizza chain’s loyalty program that will give members rewards faster and offer tiered redemption options. The initiative was first announced in July, during which time the company promised it would add incremental frequency and a lower threshold for rewards for members.

Now, loyalty members will earn 10 points for every order of $5 or more when previously customers had to place an order of $10 or more to receive points. Additionally, the company is leaning into the exclusivity trend within loyalty programs by offering members exclusive deals, discounts, and special opportunities to earn bonus points.

“We are thrilled to give the brand’s loyal customers additional ways to earn free Domino’s items more often,” Mark Messing, Domino’s vice president of digital experience and loyalty said in a statement. “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. We want to make it easier to reward our customers and give them more options so they can get rewarded faster.”

The new Domino’s rewards system also offers customers tiered reward options—another loyalty program trend that has been repeated across the industry. For example, customers can choose to redeem 20 points for a free dipping cup, order of 16 Parmesan bread bites, or 20-ounce drink. If they wait until they accumulate 40 points, they can choose between an order of bread twists or cheesy bread, and 60 points will get them a medium two-topping pizza, pasta, oven-baked sandwich, or three-piece order of chocolate lava cakes. Previously, the only option for customers who accrued 60 points was to cash them in for a medium two-topping pizza.

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“Domino’s goal for launching this new and improved loyalty program is to better serve our customers and give them more options than ever to earn and redeem points,” a Domino’s representative said in an emailed response.

To celebrate the newly revamped loyalty program and the introduction of a new menu item, Domino’s is currently offering rewards members the ability to trade in 20 points for a free order of the new pepperoni stuffed cheesy bread—normally a 40-point offer.

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