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Domino's CEO Reveals Significant Driver of Sales

Which marketing program is driving your business?

According to QSR Magazine, Domino’s CEO Patrick Doyle recently reported that Domino’s Piece of the Pie Rewards program, which began in 2015, has been a significant driver of the brand’s sales growth through increased frequency of existing customers. The program allows customers to earn points when they order from anywhere—in-store, online, phone, etc.

There’s no denying that a loyalty program has the ability to drive new and repeat business. The marketing tactic gets a bit more notice when you see companies like Domino’s, Pizza Hut (Hut Rewards) and Papa John’s (Papa Rewards) investing millions into making the program work.

The great thing about being an independent pizzeria is that you can be more creative than the big guys. Instead of a Buy-10-Get-One offer, you can reward loyal customers in really unique ways that the big chains cannot. It’s much easier to manage hundreds or thousands of loyalty members than millions.

Think about pizza parties, free delivery, lunch with “the big cheese” and more. Check out some creative rewards here.

Wondering how to start a loyalty program, or just need some fresh ideas for your existing program? Borrow a few tried-and-true tips from marketing guru Linda Duke here.