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AI Case Study

Domino's Pizza uses image recognition to award customer loyalty points based on photos

Domino's Pizza has launched a limited-time marketing campaign whereby users of its mobile app can take pictures of any pizza they're eating and redeem it for loyalty points. The company claims the image recognition system can identify a wide variety of pizza types.


Consumer Goods And Services

Food Beverage And Drugs

Project Overview

"Beginning on Saturday, Feb. 2, just ahead of one of the biggest pizza days of the year [the Super Bowl], Domino's will begin awarding rewards points for ALL pizza that customers may eat through its new Points for Pies program. The process is simple: Customers download the latest Domino's app, sign up for the Piece of the Pie Rewards® loyalty program (if not already a member), use the newly-embedded pizza identification feature to scan their pizza and voila! Customers can then earn 10 points.

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."

Reported Results

Just launched; results not yet available


"Domino's internal teams developed a pizza identifier that will scan each pizza or slice and will then use artificial intelligence-driven software to identify the image as pizza, so that points can be awarded. This technology will recognize all pizza – not just Domino's – for rewards."



Digital Marketing


"Founded in 1960, Domino's Pizza is the largest pizza company in the world based on global retail sales, with a significant business in both delivery and carryout pizza."



Images of pizza taken on mobile phones.

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