Domino's Pizza will give customers $5 off their next order for using its new digital ordering system this month, in a campaign from agency of record WorkInProgress built to draw feedback on its recently relaunched website and app.
Customers who place a qualifying online order between Aug. 3 and Aug. 30 get a $5 coupon usable the following week on a digital order. Providing feedback is not required to receive the discount. "We streamlined our website and app to make them bolder, brighter, more modern and engaging for customers, but we want to hear from them," said Mark Messing, Domino's vice president of global digital marketing.
A 15- and a 30-second spot show consumers in varied scenarios — moving house, playing mahjong, doing yoga, LARPing, procrastinating at college — using the deal. The work is set to The Postal Service's "Such Great Heights" and includes a partnership with creator Corporate Natalie, who boosts the promotion on LinkedIn and elsewhere. It runs across TV, online video, social and digital through Aug. 30.
The campaign is named for beta testing, but what it actually buys is first use, not feedback. "Domino's Beta Tester is the easiest job ever," said Matt Talbot, co-founder and chief creative officer at WorkInProgress. "You get paid for ordering pizza. No coding, debugging, or QA reports required."
The biggest risk in relaunching an ordering flow is that habitual users bounce off the unfamiliar path. Paying for one repeat session moves the learning cost onto the brand. Leaving feedback optional fits the same logic: they optimized for adoption rate rather than survey response rate.
Domino's generated more than 85% of U.S. retail sales through digital channels in 2025. U.S. same-store sales grew just 0.1% in Q2 2026 as consumers absorb high prices, though the chain is widely seen as best positioned in a stagnant category. In March it updated its pizza tracker — which has followed more than 2.5 billion orders since 2008 — with an AI engine for more precise timing and Live Activities support on iOS.
For another brand turning a job title into a campaign device, see Snickers Is Hiring a 'Chief Online Chill Officer' for Two Weeks.
No. Any qualifying online order placed between Aug. 3 and Aug. 30 earns the $5 coupon, whether or not the customer leaves feedback.
Through Aug. 30, across TV, online video, social and digital, including 15- and 30-second spots and a creator partnership.
More than 85% of its U.S. retail sales came through digital channels in 2025.
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