Domino's Pizza offers discounts to consumers who tip its delivery drivers.
Domino's Pizza, an American pizza delivery service, made the announcement in April 2024 that it will allow consumers in the United States to get a reward for tipping their drivers. When a client places a tip of three dollars or more, Domino's will give the customer the same amount of credit that can be used on any delivery that is placed within the following week. Through promotional ads, the company acknowledged the burden that inflation has imposed on customers, a strain that was compounded by the culture of tipping in the United States, where a surcharge of 15-20% is frequently considered to be the norm.
Consumer tribes that may relate to this case study:
Super Advertisers
Consumer Tribe: Super Advertisers
Digital Anthropology Bot
