News & Views

Dominos reveils its new app feature for customers who want to get ‘Free Pizza’

Beginning on February 2nd (the day before the Superbowl), Domino’s Pizza is adding a new feature to its mobile app that’ll reward hundreds of thousands of users with free pizza.

It’s a fun little gimmick with a timeless enticement (free pizza) and a fun techno hook: The app is powered by artificial intelligence, trained in-house to recognize all breeds of pizza from a homemade pie to a cartoonish toy.


“This is the first time Domino’s is using AI technology like this,” Domino’s chief digital officer, Dennis Maloney, notes in the program’s press release.

“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.”

Earlier this month, popular pizza purveyor Domino’s unveiled the latest in a long line of technological PR stunts: Points for Pies. Simply download the Domino’s app and use it to take a picture of a pizza, any pizza. For every picture the app identifies as pizza—Domino’s or otherwise—you get ten points (with a limit of ten points per week). Once you get 60 points, you’ll be entitled to one free medium two-topping pizza from Domino’s.


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