Domino’s is no stranger to shaking up the digital pizza landscape. And the company’s latest program—arriving just in time for Super Bowl LIII—is one it’s calling “revolutionary.”

Starting February 2 (the game between the Los Angeles Rams and New England Patriots is a day later) Domino’s will begin awarding rewards points for all pizza customers eat through its new Points for Pies program. The big catch: This includes competitors’ pizza, not just Domino’s.

"Instead of advertising during Sunday's game, we decided to invest in a breakthrough program that rewards everyone who loves pizza as much as we do," said Art D'Elia, Domino's senior vice president—chief brand officer, in a statement. "We know everyone is asking themselves, 'Did Domino's just say they will award points for eating any pizza? Even from a competitor?'”

Customers download Domino’s latest app, sign up for the Piece of the Pie Rewards loyalty program, and then access a newly embedded pizza identification feature that’s capable of scanning pizza. Customers earn 10 points for the scan. Once they hit 60, Domino’s will give guests a free medium two-topping Domino’s pizza. Again, the scanner will recognize pizza from Domino’s peers as well as its own.

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Domino’s said its internal teams developed a pizza identifier capable of scanning each pizza or slice. It then uses artificial intelligence-driven software to identify the image. “This is the first time Domino's is using AI technology like this," said Dennis Maloney, Domino's chief digital officer. "It will be running the pizza identification process and is already smart enough to identify all pizza, even if it is a homemade English muffin pizza, a pizza with a hotdog stuffed crust, or a high-end artisan pizza. It can even identify if it's a dog's squeaky pizza toy."