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Hello, communicators:

Domino’s Pizza will offer a $3 “carryout tip” to customers who opt out of delivery when placing online orders. The promotion can be used on a future order the next week and can be combined with the company’s other carryout meal deals.

Courtesy of Domino’s

“It takes skill to get pizza from a Domino’s store to your door,” Domino’s executive president and CMO Art D’Elia said in a press release. “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.”

This campaign demonstrates a creative way to transform a labor shortage into a promotional opportunity and build some goodwill with customers in a time of inconvenience. It also shows how avoiding mention of a widespread trend affecting your industry can risk making your other stated reasonings around a decision seem insincere.

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