Domino's Pizza is sweetening its standing value offer just as soccer's marquee summer matches hit peak viewership, folding Parmesan Stuffed Crust into its $9.99 Best Deal Ever at no additional charge through July 26. The promotion gives customers any pizza — any crust, any toppings — for a flat $9.99, with the premium stuffed crust now included rather than priced as an upcharge.
Alongside the price move, the Ann Arbor-based chain is rolling out Soccer Shootout, its first in-app game, which lets users launch toppings at a moving pizza target for a chance to earn bonus loyalty points and exclusive discounts on future orders. The gamification play is a direct loyalty-member acquisition and retention tactic, keeping the Domino's app front-of-mind during a high-engagement sports window when competing QSR and convenience foodservice programs are also angling for share of stomach.
For c-store operators tracking QSR competitive pressure on their own foodservice programs, the move is worth noting. Value bundling at major pizza chains has historically pulled discretionary food dollars away from the forecourt and from prepared-foods sets inside the store. Chains that anchor a compelling price point — particularly one that includes a premium crust option — during a high-traffic sports calendar event can shift dinner and late-night occasions that convenience operators increasingly target with their own roller grill, pizza, and hot-foods programs.
The in-app loyalty angle also raises the bar on digital engagement. NACS data has consistently shown that loyalty program participation correlates with higher inside-sales comps at c-stores, and QSR competitors offering gamified point accumulation put pressure on convenience retailers to deliver comparable digital experiences. Single-store operators without robust loyalty infrastructure may feel the squeeze most acutely during promotional windows like this one.
Domino's has not disclosed incremental sales targets or loyalty-member enrollment goals tied to the promotion. The Best Deal Ever and Soccer Shootout are both available through July 26.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.