Domino’s “Emergency Pizza” promo is back for seconds

Break glass in case of smoke pouring out of the oven. Domino’s limited-time Emergency Pizza deal, which rewards members of the company’s loyalty program with a one-time free pizza to claim within 30 days after making a purchase (basically an alternatively marketed BOGO), kicks off today and runs through an unspecified end date.

Round #2 has a high bar to meet

The promotion’s first go-round launched in October 2023, and ran until February 2024. It ended up being one of the most successful giveaways in Domino’s 63-year history:

• Two million people joined the chain’s loyalty program after the deal launched, representing about two-thirds of all new enrollees last year.
• US same-store sales rose 2.8% in the three months ended December 31, reversing the chain’s sales slump and outpacing many pizza rivals over the same period.

One big surprise to Domino’s execs, who had spent the previous two years analyzing the promotion’s estimated profitability and bulletproofing it from potential fraud and misuse: many eligible customers never ended up actually claiming their free pizza.

🍽️ Zoom out: Restaurant menu prices are ~27% higher now than before the pandemic. And while chains haven’t lowered prices, many are leaning into short-term deals and putting advertising firepower behind them to attract an increasingly price-sensitive customer base. At least a dozen chains, from McDonald’s to Sonic to Shake Shack, have released their own promos like discounted meals or BOGO offers.