Domino's is incentivizing customers to utilize online ordering and carryout with a $3 discount on a future carryout order, presenting it as a “tip” for customers who deliver their own.
The “Carryout Tips” promotion, which begins this week and runs through May 22, is designed to provide the pizza brand with a greater mix of efficient and profitable sales. It is also aimed at supporting more frequent orders, while encouraging consumers to order through its digital properties, which can provide valuable first-party data. The promotion comes as the chain gears up for heavy volume accompanying the Super Bowl and while a nationwide labor crunch has pressured companies to find enough workers to meet service demands.
This is especially an acute issue for Domino's, which has bucked an industrywide trend of outsourcing home delivery to third-party services like Grubhub and Uber Eats.