Domino’s is bringing back the Emergency Pizza promotion

Pizza is an emergency. At least, that’s what Domino’s thinks.

On October 8, the chain announced the return of its popular “Emergency Pizza” promotion, which originally launched in 2023. Any customer can get a free, medium, two-topping pizza “to use whenever they need it” when ordering online or via delivery digital and spend $7.99 or more. The offer is valid until January 19, 2025 and must be redeemed within 30 days through a customer’s Domino Rewards account.

“Life can throw unexpected twists and turns, and sometimes a hot, delicious pizza is just what you need to turn things around,” Kate Trumbull, Domino’s senior vice president, said in a statement.

While Domino’s touts the promotion’s popularity, its return is also a strategic response to declining sales over the past few years, largely due to changing consumer habits. Factors such as driver shortages and rising prices have pushed customers to choose in-store pickup over delivery. In response, Domino’s undertook significant operational and marketing efforts to regain its competitive advantage over rivals such as Pizza Hut (YUM), which also offers its eccentric promotions.

Domino’s is also focusing on improving its delivery operations. In June, the company’s CEO, Russell John Weiner, said AI could help the company streamlines the pizza preparation and delivery process by allowing Domino’s to anticipate when customers are ready to order.

In addition, Domino’s has signed partnerships with third party delivery services like Uber Eats (UBER) and Postmates.

With the return of the Emergency Pizza promotion, Domino’s hopes it can boost sales and reconnect with customers, providing a compelling incentive, especially at a time when fast-food chains are fiercely competing for market share.

In an intriguing twist, Domino’s is partnering with Amazon (AMZN) and Twitch for a Fortnite game where players will have access to a secret weapon: an Emergency Pizza. Meanwhile, the company is partnering with Olive & June to offer an instant press-on manicure and nail kit.