Domino's Uses AI to Offer Rewards Points for Any Pizza Purchase

Anna Wolfe
Senior Editor - Restaurants
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Domino's Pizza knows for a fact that people love pizza. They love pizza from Domino's and pizza they make at home, pizza from competitors and pizza on bagels.  

Beginning on Feb. 2, just in time for the big game, Domino's will begin awarding rewards points for ALL pizza that customers may eat through its new Points for Pies program. The process is simple: Customers download the latest Domino's app, sign up for the Piece of the Pie Rewards loyalty program (if not already a member), use the newly-embedded pizza identification feature to scan their pizza. Customers can then earn 10 points. After a customer earns 60 points, they can redeem them for a free medium two-topping Domino's pizza! All the details can be found at 

Using AI
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, so that points can be awarded. 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 typically sells nearly 2 million pizzas and 4 million chicken wings on the biggest football day of the year – about 40 percent more pizzas than on a normal Sunday. Last year Domino's sold enough pizza to cover more than 5,000 football fields.