When Domino’s Pizza launched its first-ever loyalty program in the fourth quarter of 2015, CEO Patrick Doyle was very excited about its prospects.
“We’ve seen what loyalty programs do for customers across many different industries and it was time for us to get in the game,” Doyle said in October 2015. “We expect to drive order frequency and connect with customers through our unmatched digital experience. We wouldn’t roll it nationally if we didn’t think it was going to be a positive contributor....