Domino’s Loyalty Program for Customers Turns Them into Shareholders

(Author : Laura McQuarrie)
Rather than implementing a traditional loyalty program for customers, Domino’s worked with the CP+B creative agency on the creation of a unique new way to engage and reward its most loyal fans.

Domino’s loyalty program, Piece of the Pie Rewards, invites customers to actually become part of the company by becoming shareholders; each month, 25 members will be given 10 shares of Domino’s stock. To pair this reward with something more tangible, Domino’s also sends out a special-edition pizza box that resembles a briefcase with a coating of faux leather paper stock, a gilded pizza cutter, a certificate and other fine details on the inside.

Domino’s has found that since it has implemented Piece of the Pie Rewards, share prices have increased 24%.

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