Domino’s is relatively new to the loyalty space, at least as far as having a dedicated program. It launched its Piece of the Pie rewards program in 2015.
“One of the things we looked at before building a program was customer opinion,” says Steve Kennedy, director of loyalty, Domino’s. “And one of the things we heard from customers is that loyalty programs seem a lot like bribery. Basically, it’s just trying to incent people to come back to your....