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.
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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.