Pizza chain encouraging non-delivery orders
Looking to cut costs and work around a shortage of drivers, Domino’s is incentivizing customers to come pick up their orders rather than get delivery. Now through May 22, anyone making an online order for carryout will receive a $3 credit toward a future order.
Facing ingredient cost increases of 8-10%, the chain recently cut the number of chicken wings in an order from 10 to eight while keeping prices the same. While pizza sales have been strong throughout the pandemic, most orders are for delivery, causing long waits as fewer drivers deliver more orders. The move comes two weeks before the Super Bowl, typically the busiest pizza delivery day of the year.
“Domino’s carryout tips come just in time for the biggest football game of the year, which is also one of the busiest days of the year for pizza,” chief marketing officer Art D’Elia said. “Domino’s typically sells about 2 million pizzas on football’s favorite Sunday, so if you’re throwing a party and feeding hungry fans, make it a carryout order and get tipped! Then you can treat yourself to a delicious pizza with a great deal the week after.”
Customers will need a minimum order of $5 to get the $3 coupon code for their next order. The move aims to retain pizza customers. While there are endless debates about which chain makes the best pie, the average customer tends to buy based on whichever chain is offering the best deal rather than having a loyalty to one over the others.
For a variety of reasons, convenience and risk avoidance chief among them, customers opt for delivery more often than picking up their orders themselves.
“It takes skill to get pizza from a Domino’s store to your door,” D’Elia said. “As a reward, Domino’s is giving a $3 tip to online carryout customers who take the time and energy out of their day to act as their own delivery drivers. After all, we think they deserve it.”