Tipping your pizza delivery driver is a practice as old as pizza delivery itself. But in the midst of a nationwide delivery driver shortage, Domino's needed to make a business pivot that would boost carryout orders (which require significantly less labor support than delivery), ultimately relieving pressure on shorthanded stores and current delivery drivers. So we looked to a group who already had the skillset to deliver for Domino’s, our very own carryout customers, and tipped them $3 for doing what they already do so well–deliver their own pizza to themselves.
By simply re-positioning a $3 off coupon, we were able to connect with consumers in several engaging ways through national advertising campaigns, including: when you carry out you’re a delivery driver, you have special skills to be your own driver, and you’re a hero for leaving the couch to deliver to yourself.
The carryout tip needed to be used within a week, which effectively decreased the reorder rate time frame from roughly 30 days to within a window of just seven days, and was integrated within Domino’s multi-billion dollar ordering platforms.
The campaign struck a cultural chord and was covered across virtually every major and local media outlet, to the tune of 2.2 billion earned media impressions.