Domino’s Pizza is shaking up the tipping culture with a new initiative that aims to reward customers for tipping their delivery drivers. In an effort to combat the negative reputation surrounding tipping, the chain has launched the “You Tip, We Tip” promotion, offering customers $3 coupons for every tip of $3 or more given to their delivery driver.
Starting on April 29th, customers can take advantage of this promotion, with no specified end date provided by the chain. Domino’s Senior Vice President and Chief Brand Officer, Kate Trumbull, expressed the company’s appreciation for customers who have been tipping their drivers for their hard work over the years. She highlighted the pressure to tip in today’s society, even when no extra service is provided, and emphasized the importance of showing appreciation to customers as well.
This initiative comes at a time when tipping culture in the U.S. has been under scrutiny, with many feeling overwhelmed by the constant expectation to tip. A recent study found that 75% of Americans believe tipping culture has gone too far, with many feeling pressured to tip to avoid awkwardness with staff members.
Despite these challenges, Domino’s has seen success in the first quarter of 2024, with strong global retail sales growth and increased same-store sales in the U.S. CEO Russell Weiner attributed this success to the company’s new and improved Domino’s Rewards loyalty program, which drove positive order growth in both carryout and delivery businesses.
With Domino’s stock up over 68% year over year, it seems that their innovative approach to tipping culture is paying off both for customers and the company itself.