While I tend to prefer local pizza joints compared to large national chains, I give credit to Domino's UK for getting their customers involved in business development. The chain has released a widget that Domino Pizza fans can place on their social network pages and on their own blogs. Any order that comes through that widget generates .5% of revenue for the widget owner.
In short they are turning their customers into salesman. Some folks may take it passively and some may promote the heck out of the opportunity. I wager that if Domino's were to ever release that data we would see a power-law distribution with a few folks really pushing a lot of sales and most of the rest seeing minor incremental income.
The one nice thing is that it increases Domino's digital presence substantially in a pay-for-performance business model. Domino's only pays the widget owner if a customer actually buys a pizza. The brand awareness is essentially free, but they have to pay for the conversion. Not per click. Per sale. From a metrics standpoint since this is all digital (and probably in Java) you can tract individual widget performance and learn a lot from customer activity ... if there is activity. I am just curious if they will release numbers.