Personally I don't see that as getting people hooked, more so incentivizing online ordering.

My theory is Dominos has figured out that online orders are much more efficient to take than phone orders. As such they are doing everything they can to nudge people to order online. So no I don't think it's to get people hooked on Domino's pizza because of a roulette you can play when you order, I think it's a "nudge" to get you to order online.

Regular Joe wants to order a pizza and goes to call Dominos, when he looks up the number he sees the promotion but only if he orders online. Even though Regular Joe usually orders over the phone, he orders online this time, even winning some breadsticks for his trouble. Regular Joe now orders online whenever he gets Dominos.

> Personally I don't see that as getting people hooked, more so incentivizing online ordering.

Not much different than the Phone then. I can assure you there are at least a few dozen people who buy Domino's once a day thanks to this promotion.

At that point they're winning regularly and it acts more like a 50 cent discount on each order, with no way to win big either. If you want to get hooked on that you can just pick your own random day of the week. So whatever, not predatory in the way that going for whales usually is.

Online orders save staff time, and are much less error-prone.

Food is different. At the end of the day you can only eat so much, even if you're paid to eat. There's a physical consumption cap. This is why 'sharing a meal' has historical significance. Food is inherently anti-greed.

Furthermore, sweepstakes are regulated and always require "no purchase necessary". Mobile games are the wild west.

You can enter simply by mailing a self-addressed stamped envelope to Kalamazoo and waiting two weeks, it's just as easy as ordering a pizza online.