The Drum Awards Festival - Agency Business

-d -h -min -sec

Marketing Brand Strategy Domino's

Domino’s offers $3 tip to consumers who become self-delivery drivers


By Webb Wright | Reporter

January 31, 2022 | 4 min read

Domino’s, which forged its reputation on reliable and fast pizza delivery, is now rewarding customers who pick up carryout orders. In two new ads, arriving before the Super Bowl, the chain dangles a $3 coupon for those who ‘serve as their own delivery drivers’.


Domino's wants customers to tip themselves with new campaign

It isn’t always easy to muster up the motivation to go out and pick up a pizza. And during a pandemic, it can even take a little courage. In a new campaign – ‘Carryout Tips‘, which is accompanied by two new TV spots – Domino’s tips its hat to those who “serve as their own delivery drivers” by picking up carryout orders. The new ads arrive shortly before the 2022 Super Bowl.

The new campaign rewards self-delivery drivers – ie customers who order carryout pizzas – with a $3 coupon code that can be applied to a future order “placed the following week”. The idea for the campaign was based on the insight that since professional delivery drivers can usually expect to receive a tip, customers who drive to a Domino’s location to pick up an order should also be entitled to some compensation.

The two ads for the new campaign provide playful portrayals of the customer-as-delivery driver concept. In one, titled ‘Transformation‘, a woman dressed in plain civilian clothes walks out of a Domino’s store with two pies and begins to undergo a literal transformation into a Domino’s delivery driver, complete with an employee uniform and insulated pizza bags. Even her car changes shape and sprouts Domino’s logos. In the second ad, titled ‘Earned It‘, a man encounters a series of obstacles (a prohibitively tight parking space, an elderly woman in the road, lawn sprinklers) on his way home, the successful navigation of which earns him a justly-deserved coupon code, which promptly pops up on his phone screen as soon as our hero makes it to his doorstep. Boulder, Colorado-based agency WorkInProgress created the ads.

The new ad campaign is being aired on TV and will also appear in print, out-of-home advertising (OOH), digital, radio and social through May 22, 2022.

“Domino’s launched carryout tips as a way to incentivize customers to order carryout online,“ says Kate Trumbull, senior vice-president, brand and product innovation at Domino’s. “While Domino’s is known for delivery, we’ve also had a strong carryout business for years that was suppressed during the pandemic, as many customers began ordering delivery only. We thought now, more than ever, was a good time to reward online carryout customers with a nice ’tip’ for acting as their own delivery drivers.“

With more than 18,000 locations across the world, Domino’s is currently one of the most financially successful restaurant brands in the world. In the third quarter of 2021, Domino's had global retail sales of nearly $4.1bn, with nearly $2bn in the US and over $2.1bn internationally, according to a statement from the company.

For more, sign up for The Drum's daily US newsletter here.

Marketing Brand Strategy Domino's

More from Marketing

View all


Industry insights

View all
Add your own content +