Domino’s Pizza has turned a routine digital relaunch into a paid participation campaign, offering customers $5 off their next order for using its rebuilt website and app during August.
The mechanic is deliberately low friction. Customers who place a qualifying online order between 3 and 30 August receive a $5 coupon redeemable the following week on a digital order. Notably, feedback is not a condition of the discount. Diners get paid whether or not they say anything, which removes the usual barrier that kills survey response rates.
The brand has framed the exercise as a job rather than a promotion. Domino’s says it streamlined the site and app to feel bolder, brighter and more modern, but wants to hear directly from customers rather than assume the redesign landed. Agency of record WorkInProgress built the campaign around the idea that being a Domino’s beta tester is the easiest job going, with no coding, debugging or QA reports required.
The creative execution
A 15 second and a 30 second spot run across TV, online video, social and digital through 30 August. The films show a deliberately broad cast of situations, including moving house, playing mahjong, doing yoga, LARPing and procrastinating at university, all of them moments where ordering pizza fits naturally. The soundtrack is The Postal Service’s “Such Great Heights”, a choice that signals a millennial skew without labouring the point.
The media mix extends into creator territory through a partnership with Corporate Natalie, who is amplifying the promotion on LinkedIn and other channels. Positioning a pizza offer as a workplace joke on LinkedIn is an unusual placement, and it follows a social-first campaign the brand ran in March using influencers, creators and podcast integration.
Why the timing matters
Digital is not a side channel for Domino’s. The company generated more than 85% of its US retail sales through digital ordering in 2025, which makes any change to the ordering interface a revenue-level decision rather than a design refresh.
Trading conditions add urgency. US same store sales grew just 0.1% in Q2 2026 as customers continue to feel pressure from high prices. In a category where overall sales have flattened, improving conversion on an existing customer base is cheaper than buying new demand.
The brand has been building towards this. In March it updated its pizza tracker, the industry-first tool that has followed more than 2.5 billion orders since 2008, adding an AI engine for more accurate delivery estimates and Live Activities support for iOS users.
The takeaway for marketers
Paying for product feedback is not new, but Domino’s has removed the transaction from it. The discount rewards usage, not opinion, which generates behavioural data at scale while the qualitative feedback arrives as a bonus. For any brand relaunching a digital experience, that structure is worth copying: incentivise the action you actually need measured, and treat commentary as optional upside.
