Domino's To Expand Customer Base with Give Away

Domino’s is planning to expand its pizza category with new giveaway policy.

The pizza chain is planning to grow its customer base with new ‘Point of Pies’, reported CNBC.

“Domino’s new promotional program, Points for Pies, is meant to grow the overall pizza space as well as Domino's customer base,” said Ritch Allison, CEO, Domino’s.

The campaign, enabled by Domino's technology, gives consumers 10 rewards points for each photo of a pizza clicked they send to Domino's, even if it isn't a Domino's pizza. People can submit once a week, and once they hit 60 points, Domino's will give them a free pizza.

"We don't know the exact number of how many customers will come on board with us, but as the leader in the pizza category, we see this as a great opportunity not only to grow the overall pizza category, but also to invite new customers in to download our app and to try our product," shared Allis.

He added that when a customer tries Domino’s product, the brand has got the opportunity to bring them back.

Domino's tech approach to pizza isn't new, last summer, the pizza chain rolled out "hotspots," an initiative that allowed customers to order pizza to non-traditional places like the park or the beach through its app.

The project could compound the boost in sales Domino's will already get from this weekend's Super Bowl.

"It's a huge day for us, Super Bowl Sunday. We're typically up about 40 percent over a normal Sunday. We'll sell about 2 million pizzas and about 4 million chicken wings,” added Allison.

Domino's shares inched up 0.8 percent in Wednesday's trading session, settling at $277.06. The company is expected to issue its next earnings report in February.