ANN ARBOR, Mich. — Domino's Pizza Inc. announced a new reward points system that will launch on Feb. 2. The pizza chain will give rewards points for any pizza with its new Points for Pies program, even ones not purchased at Domino’s.
Customers must download the Domino’s app and sign up for the Piece of the Pie Rewards program. Then people can use the new pizza identification feature to scan a pizza. After that 10 points is put onto the customer’s Domino’s account. After someone reaches 60 points, they can redeem it for a free medium two-topping Domino’s pizza.
Domino's internal teams developed a pizza identifier that will scan each pizza or slice and will then use artificial intelligence-driven software to identify the image as pizza to award points. This technology will recognize all pizza – not just Domino's – for rewards.
"This is the first time Domino's is using AI technology like this," said Dennis Maloney, Domino's chief digital officer. "It will be running the pizza identification process and is already smart enough to identify all pizza, even if it is a homemade English muffin pizza, a pizza with a hotdog stuffed crust, or a high-end artisan pizza. It can even identify if it's a dog's squeaky pizza toy."
Domino’s will run this as part of its Piece of the Pie Rewards program until April 28.