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piece of the pie

2017 July 04

domino's offers loyal consumers a piece of the pie

When Domino's wanted to set up a customer loyalty scheme they wanted it to be special. Most importantly they wanted to reward consumers in a meaningful way. Creative agency CP+B came up with the Piece of the Pie campaign.

"To consumers, real loyalty doesn't come from bribery. It comes from building relationships that are inherently- and mutually-rewarding. That's why we sought to make the Piece of the Pie program bigger than just free pizza." - CP+B creative director Kelly McCormick.

Piece of the Pie is a loyalty scheme that offers consumers a real slice of Domino's; the company, not the pizza! Every month 25 lucky loyalty scheme members are rewarded with 10 actual Domino's company shares. The shares arrive in a beautifully crafted leather effect box designed to be reminiscent of a traditional bankers briefcase. Inside is the share certificate and a shiny pizza cutter!

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photo courtesy of domino's pizza

>< opinion

Domino's Piece of the Pie reward scheme is so much more than a run of the mill loyalty programme. It's fun and on-brand, as well as offering consumers something worthwhile in exchange for their ongoing loyalty. The scheme is based on an honest and respectful relationship between consumer and brand and the resulting 24% rise in share value illustrates that it also makes business sense


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