Dominos Pizza has launched a nationwide promotion on location-based social gaming platform Foursquare that encourages users to check-in at its outlets.

The company, which promotes itself as the UK’s leading pizza delivery service, will offer free pizzas and discounts to Foursquare users who visit its physical outlets (nma 8 April 2010).

Chris Moore, CEO of Domino’s, said, “Our customers are heavy users of social media so it makes sense for us to communicate with them in this way. Following the success of our recent Facebook superfan initiative and affiliates’ widget, Foursquare was the obvious next step.”

Domino’s franchisees will give away free pizzas to the ‘mayor’ of each of its outlets once a week as part of the scheme, and every Foursquare user will receive a free side dish when spending over £10.

The deal was arranged by Domino’s digital agency Vexed after Domino’s ran previous pilot schemes at individual outlets across the country earlier in the year.

Foursquare has generated a lot of hype in the US, where businesses such as Starbucks have launched similar promotions on the platform.