Domino's Is Doing 'Something That We've Never Done Before'

Domino's Pizza, Inc. DPZ is holding its first ever appreciation event for loyalty members.

Domino's loyalty program offers members 10 points for every online order of $10 or more. After 60 points, members are entitled to a free medium two-topping pizza. The program was launched in 2015, and Domino's is hosting a loyalty appreciation week for the first time ever. From Monday through April 16, Domino's members will receive double the amount of points (20 instead of 10) for every order of $10 or more.

"We wanted to do something that we've never done before for our Piece of the Pie Rewards members," said Russell Weiner, president of Domino's USA in a press release. "Domino's has grown the program to include millions of members since it launched in 2015. As a way to celebrate and thank them, we are giving them twice the amount of loyalty points this week only."

Domino's Stock Under Pressure

Shares of Domino's were hard hit last Friday after the research firm M Science estimated Domino's year-over-year sales growth for the first quarter will fall between 11.1 percent and 12.1 percent. Even at the high end of the estimate, Domino's sales figures would fall notably short of the consensus estimate of 14.6 percent.

On the other hand, Domino's has been one of the hottest food companies as it benefited from the growing trend of people not dining out as often as they have in the past. Instead of going out, consumers are ordering in food and relaxing on the couch with a movie.

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Domino's Stock Isn't Worth More Than $60 Per Share: Lemelson _________ Image Credit: By Singh92karan - Own work, CC BY-SA 3.0, via Wikimedia Commons