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.
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.
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.