Liquid Barcodes


Domino’s – a Technology Company!

Paula Thomas, Chief Content Officer, Liquid Barcodes


When we think of the world’s top online brands, we typically think of eCommerce and technology giants like Amazon and Apple, however Domino’s, the world’s largest quick service restaurant, also claims to be among the top five eCommerce retailers as a result of the incredible work they are doing to stay exciting and relevant to today’s customers. The company’s global dominance features powerful online capabilities including fifteen different ways to order, and this dynamic approach combined with their popular loyalty programme are together driving incredible success, with 101 consecutive quarters of sales growth recently announced.

Given how critical it is to get the basics right, Domino’s first embraced an honest yet risky strategy in 2009 when admitted it had an inferior tasting product. Their approach was a powerful example of how authenticity can inspire trust, and the “PizzaTurnAround” campaign allowed it to effectively re-invent itself as a “surprisingly honest brand”.

Alongside the product focus, Domino’s launched its online ordering platform over a decade ago in 2008, a strategy credited with creating the foundation for its success and becoming the largest pizza company in the world – a milestone it achieved in February 2018.

With its product and platform in place, the brand’s “deliciously creative” digital marketing initiatives are now playing the lead role in their ongoing dominance. Their Domino’s Rewards programme is a classic example of a clear, consistent and compelling loyalty programme that’s easy to understand and use, and it’s continually enhanced with clever and unexpected tactical ideas that are truly engaging users. Let’s look at how this “online food ordering icon” uses a clear consumer focus and the power of the latest technology to differentiate itself in such a competitive industry.


Domino’s Rewards

    • Domino’s launched their loyalty programme in 2015, focus on driving purchase frequency as their main business objective.
    • Their loyalty programme rewards you for ordering, with each order over $10 earning you 10 Rewards points.
    • Six orders (or 60 points) entitles you to a free medium pizza. Simple!
    • The company recently claimed to have over 20 million members of it’s programme!

Domino's App for US CustomersDomino’s App for US Customers

Clever Concepts

While some of the brand’s campaigns are more PR stunts than anything else, others make great commercial sense. For example, I’m not convinced how compelling the wedding registry option is proving (which allows guests pick pizza as a wedding gift!), but there are some ingenious ideas that we can learn from. Here are my favourites:

  1. With ever-increasing demands on our time and attention, consumers are becoming increasingly averse to exerting effort in their daily lives. Domino’s answer? The “zero click” order. A genius approach that requires one initial set up, then a repeat order is created and delivered automatically when you open the app and simply wait for ten seconds.
  2. The brand knows that groups loves pizzas and companies are a great target market. Domino’s is the first restaurant I’ve seen to integrate ordering with Slack – an online productivity tool that facilitates collaborative working – and now pizza ordering! So simple and so clever.
  3. Along with traditional desktop and mobile channels , Domino’s has excelled in creative ideas to order. For example, in the US, you can simply tweet or text the pizza emoji to order your favourite, and social assets such as gifs, snaps and emojis have also been captured from social channels and used it the brand’s TV campaigns.
  4. This year’s Superbowl concept is both innovative and effective – earning powerful publicity from some of the top media sites in the US, including CNN, CNBC and With the football final driving pizza consumption to one of the highest days of the year, Domino’s decided to celebrate everyone eating pizza – their pizza, competitors pizza, home-made pizza – even pretend pizza! Dubbed the “points for pies” concept, it invited users to send pictures of their pizza, no matter where or how it was made or bought, with loyalty points for simply sharing the image. Domino’s digital team then used artificial intelligence software to verify the uploaded content for pizza to ensure only pizza pictures were rewarded!

Similar to their Rewards programme proposition, users earned 10 points per picture uploaded, with a commitment to awarding 100 million points toward free pizzas and pies during the program’s 12-week duration. While it might not make immediate sense to consumers why they are being rewarded for buying pizza from competitors, for Domino’s these customers were like gold-dust – they shared their data, become engaged app users, and of course have clearly identified themselves as pizza lovers and potential customers for future orders. Another compelling clever concept! Watch the TV campaign below, which aired in early February ahead of the big football final, to see how simple and effective the concept was.

Domino’s Piece of the Pie 2019 TV Campaign

Technology Driven

With so many clever and creative concepts, it’s no wonder that Fast Company describe Domino’s as one of the world’s most innovative companies. In 2018, the then CEO Patrick Doyle explained that the company is “as much a tech company as we are a pizza company” with half its 800 employees in its headquarters working in software and analytics!

I’m certainly impressed, and now off to order myself a delicious Domino’s pizza – purely in the name of loyalty research of course!

Domino’s App for US Customers

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialized for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 


Blog post

Paying for Fuel With an App Is Convenient… Until It Isn’t

Paying for fuel using a stored payment method through your smartphone and the store’s app is an amazingly convenient concept. Drive up, link your phone and the pump, pick your payment method, and fuel up. In under 5 minutes, your fuel tank is full and you’re on your way and you never touched a payment […]

Blog post

For the Love of Convenience

This summer, my family took the proverbial summer road trip vacation. First, we drove from our home in Virginia up north to the great land of lobstah in wicked cool New England. After that, we drove from there down to the endless sandy beaches in the Outer Banks of North Carolina.     1,500 miles! […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Subscription Programs Are Economically Smart Investments

Monthly subscriptions to products and services are economically smart investments for retailers and customers With a recession looming and gas prices still at record-high levels, customers are tightening their grip on their wallets. But this doesn’t mean they’ll be turning their backs on convenience store purchases and there are ways you can weather the impending […]

Blog post

Converting Impulse Shoppers to Automatic Customers

Subscription programs for drinks and snacks encourage customers to change from impulse buyers to automatic customers   Customers stop at gas stations and convenience stores to buy fuel, for beverages and snacks and to use the bathroom, essentially in that order of priority. A NACS survey of gas-buying customers found that half went into the […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Sweet Tea and Coffee Subscription Beverage Programs Brew Recurring Revenue

As summer nears, consumers are turning their attention towards refreshing iced beverages and iced tea is a hot seller this time of year, especially when sold with a subscription beverage program. Sweet tea might be the quintessential drink of southerners in the U.S, but the rest of the country has developed a taste for the […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Blog post

Unlimited Car Washes!

Subscription programs for car washes are a hot trend in convenience retail.

Blog post

Car Wash Program Drives Sales for United Pacific

Car wash programs are revenue drivers for convenience stores and fueling stations around the globe. Making sure the process is convenient and cost-effective for customers increases traffic and drives in-store sales. Oftentimes, car wash units occupy a small corner of the lot and do not receive much attention. This is not the case for those […]

Blog post

Danish Railway Rewards Riders with DSB Plus

The Danish railway system, known as DSB, is going the distance to reward customers by partnering with convenience retailer 7-Eleven to deliver points towards food and coffee simply for riding the rails. Whether commuting or travelling longer distances, riders who join DSB Plus earn points whenever they travel within Denmark. DSB is an abbreviation for […]

Blog post

Subscriptions for the win!

Amazon Prime is, by nature, a subscription under the auspice of membership. Pay an annual fee, get 2-day shipping and exclusive deals. Amazon took it one level further with “Subscribe & Save” where you can get everyday – and not so everyday – items shipped to you on a regular schedule.  In the early days […]

Blog post

Customer Retention Program of Circle K Vietnam

As the first international convenience store brand to launch in Vietnam, Circle K has over a decade of expertise catering to the needs of the 96 million residents of this huge country, operating a network of over four hundred convenience stores each open 24 hours a day! So launching an outstanding customer retention program was […]

Blog post

Stinker Stores Named Best New Loyalty Program in the U.S.

        2021 Best New Loyalty Program  Stinker Stores’ new loyalty program offers multiple redemptions with a single scan and stands out with a gamification feature to keep customers engaged. This article is originally published on CStoreDecisions and written by Erin Del Conte | October 28, 2021 Stinker Stores, with 103 convenience stores across Idaho, […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes