Domino's had a loyalty programme but customers weren't engaging with it.

Introduction

The 'Piece of a Pie' programme was running, points were being issued, but customers weren't coming back on their app to redeem. The rewards sat in their accounts, unused, because nothing made them feel urgent. Meanwhile, Swiggy and Zomato were offering their own incentives — and winning repeat orders. Domino's needed loyalty mechanics that pulled customers back to the app & not just rewarded them for coming.

We built the gamification layer that made engagement active instead of passive.

The Problem

The existing loyalty flow was linear and impersonal: customer orders → points added → customer ignores them. There were no interactive hooks, no time-bound nudges, and no way to vary the reward experience based on what a customer had done before. The programme asked for nothing and offered nothing memorable. Aggregator platforms, with their own promotions and convenience, were consistently winning the next order.

The Solution

• ✓Personalised gamification layer built on top of 'Piece of a Pie' — interactive reward journeys and campaign-led engagement hooks triggered by user transactions and in-app actions
• ✓Modular gamification blocks designed to drive repeat sessions and reward probability tied to order history
• ✓Transaction-integrated campaign logic with reward probability tuning for measurable conversion
• ✓Full integration delivered with zero technical overhead on the Domino's engineering team

Key Outcomes

• ✓700K+ interactive reward journeys completed, driving measurable repeat app engagement
• ✓Reduced dependency on aggregator platforms by improving direct app order frequency
• ✓Integration delivered without any technical overhead on the Domino's engineering team