Domino's have a new app that allows you to pick up 'pizza points' every time you order

One thing fast food aficionados have had to look out for, but especially recently in this social media age, is the idea of brand loyalty. Look, friends and food lovers; we all love french fries, burgers and pizza, so why should it matter where it comes from?

But no: today, you're either McDonald's or Burger King, KFC or Chick-Fil-A, Dairy Queen or Baskin-Robbins. I'm sick of it, I tells ya, which is why I'm pleasantly surprised to hear about Domino's Pizza and their latest app feature.

Of course, it's nothing new for food brands to come with their own mobile app, and it's not even new for them to do anything useful. But when it comes to neat features, Domino's new app is... something else, folks. If you play your cards right, you might be able to score yourself free pizza by ordering from their competitors.

That doesn't sound right, I know, but bear with me a sec. Thanks to new technology from what is now the biggest pizza joint in the world, Domino's will allow you to pick up 'pizza points' that can add up to a completely free pizza from their store, and guess how you pick up those points?

By scanning a pizza into their app. But here's the good bit: it doesn't have to be a pizza from their store, it can be from anywhere! Pizza Hut, Papa John's, Little Caesars, even homemade pizza works; just scan that bad boy in, and get up to 10 points a week. Get yourself 60 points, and you're eligible for a completely free pizza!

The app uses fancy AI technology to effectively identify what is and isn't a pizza (so don't try to fool it with drawings of pizza, wise guy), and Dennis Maloney, Domino's chief digital officer, said it was "the first time Domino's is using AI technology like this."

But what's the big idea behind such a giveaway? For that answer, we'll have to go to Kate Trumbull, who's the VP of Advertising at Domino's, who says that the revolutionary giveaway is actually a left-field attempt to ensure brand loyalty in the future.

"We know consumers are incredibly promiscuous. They shop around, they eat all kinds of different pizza and that's OK, right? They love pizza, we love pizza, we love all different kinds of pizza. It gives people an opportunity to engage with our brand with no risk and our goal is to keep them and earn their loyalty. We kept the definition broad, and we landed on an open-faced expression of sauce, cheese and crust. "

Trumbull's also behind the loyalty program that debuted back in 2015, and it's the very same program you'd have to sign up with to get yourself some free pizza. But hurry, folks! This promotion won't last forever, folks, so whip out that Domino's app and get yourself some free pizza!