Carryout Tips
Award: Graphite Pencil
Graphite Pencil / Direct / Acquisition & Retention / 2022
Tipping the pizza delivery driver is a practice as old as pizza delivery itself. When faced with a nationwide labour shortage, Domino's flipped the script by tipping take-out customers $3 for delivering their pizza to themselves. It rewarded existing take-out customers while also inspiring more people to collect their pizzas instead of having them delivered during driver staff shortages.
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