Domino’s Pizza is starting the fiscal year off strong with Q1 earnings highlights that include 5.6% same-store sales growth driven by transaction growth from the company’s new loyalty program.

In a Q1 earnings call, Domino’s CEO Russell Weiner discussed how the loyalty program is synergistic with other elements of the company’s previously announced “Hungry for More” strategy for 2024, including menu innovation. For example, the new New York Style pizza launching this week, made with thinner crust and a provolone cheese blend, is now available as a rewards deal.

All roads lead back to the loyalty program: Domino’s highly successful “Emergency Pizza” promotion, which gave away $1 million of free pizzas last fall, was effectively a rebranded “BOGO” coupon, that allowed customers to come back and cash in their free pizza at a later date. For Domino’s, it allowed the company to welcome new customers and lapsed customers back into the fold.