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In September 2023, Domino’s rolled out significant changes to its loyalty program, aiming to boost both delivery and carryout retention.
Nearly a year later, the results have exceeded expectations, driving growth and market share in a competitive industry. Here’s why it was a hit:
From October 2023 to February 2024, members could redeem a free 2-topping pizza, driving new sign-ups and engaging existing members.
We’re seeing headlines reporting an over 2 million member surge across domino’s membership base, let’s dive deeper:
Domino’s CEO Russell Weiner stated, “Our objectives for the program were to drive new users, particularly carryout customers, and increase the frequency of light users,” and affirmed that “The loyalty program is delivering what we’d hoped” [1].
As Domino’s CFO Sandeep Reddy noted, “This is a multi-year driver of comps for us” [1], highlighting the long-term strategic importance of a well-designed loyalty program.
By implementing these strategies, businesses can work to cultivate stronger brand loyalty, increase customer frequency, and drive sustainable sales growth in their organisations, even in challenging economic times.
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