T-Mobile's Free Pizza Promotion 'Breaks' Domino's

By Features PCmag

T-Mobile customers love free pizza. So much so that the carrier's recent promotion, which gave away free pies, overwhelmed Domino's and forced the pizza chain to halt its participation in the program.

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Many Domino's franchises struggled to accommodate the rush of T-Mobile customers wielding the T-Mobile Tuesdays app, which entitled them to a free medium two-topping Domino's pizza on June 14.

"Due to your feedback, we have suspended the T-Mobile Tuesdays promotion indefinitely," Domino's said in a memo to its franchise owners. "We appreciate you handling the rush yesterday."

The memo was posted to Twitter by none other than John Legere, T-Mobile's brash CEO. Rather than lamenting the loss of Domino's, he boasted that T-Mobile customers "slammed Domino's stores. They saw 3x & 4x in a typical day and can't handle the volume. Basically, T-Mobile customers love Domino's so much, you broke them!"

The rest of T-Mobile's planned giveaways remain intact, though they are perhaps less delicious than free pizza. They include a share of T-Mobile stock, a small Wendy's Frosty, a $5.50 credit for a Vudu digital movie rental, a ticket to the movie Warcraft, a $15 Lyft ride, and a one-year subscription to Bon Appetit magazine.

Legere introduced the T-Mobile Tuesdays promotion app last week following a similar but less lucrative offering from AT&T, which offers subscribers two-for-one movie tickets valid only on Tuesday nights.

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"I think that the AT&T announcement is the funniest thing I've ever seen," Legere said. "They proved my point that loyalty programs are broken, they're trickery, and they don't do anything."

Of course, offering T-Mobile customers a reward program for their loyalty may seem like an odd way to prove his point, but T-Mobile isn't just investing in pizza giveaways. It now has the fastest or second-fastest 4G network in most US cities, according to PCMag's 2016 Fastest Mobile Networks test. Just a few years ago, its data network was a distant runner-up to Verizon and AT&T.

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This article originally appeared on PCMag.com.