“Running a restaurant is difficult. Our franchisees benefit from being part of a brand whose operations and technology are designed for delivery, ”said Russell Weiner, COO of Domino’s. “However, many small restaurants do not have a delivery system. Meanwhile, third-party delivery apps charge local restaurants high delivery fees, which takes a large chunk of their revenue away. Domino’s and its franchisees were inspired to pay it forward in these communities by helping to attract customers to a few nearby restaurants without the substantial expense.
Ignited by the COVID-19 pandemic, delivery sales remain at high levels in the restaurant industry. For local establishments, participation in the sector can prove to be costly in the form of delivery costs invoiced to points of sale and to their customers by third-party service providers. Many restaurateurs claim that these costs come directly from their bottom line.
The program is an offshoot of a Domino’s campaign that highlights the hidden delivery costs it calls “Free Shipping”. This program, which began in August, promotes delivery orders through approximately 5 million free gifts of products such as free pizzas or lava cakes, or a freebie for one of the 14 customers of Domino’s. Franchisees in the above five cities have decided to include restaurant gift cards as part of the promotion, a spokesperson told Ad Age.
Domino’s is separately offering a surprise party pack valued at approximately $ 2,500 to winning customers who post a photo of their giveaway on Twitter or Instagram using the hashtags #Freesnotfees and #Sweepstakes.
WorkInProgress, which was named Domino’s creative agency late last year, is helping manage creation for the event.