Canadian Pizza Magazine

Domino’s buys gift cards from small restaurants to encourage ordering direct

By Canadian Pizza   

News Business and Operations Delivery

Photo: Domino's

Ann Arbor, Mich. – Four Domino’s franchisees and one corporate-owned store helped some local food establishments impacted by high third-party delivery fees.

Participating Domino’s stores across the Greater Boston, Phoenix, Louisville, Laredo and Denver areas bought thousands of $50 gift cards from local restaurants, randomly gave them out to Domino’s delivery customers, and encouraged them to use the gift cards by ordering directly from the local restaurants so they could avoid delivery app fees. These local Domino’s stores gave away more than $100,000 worth of gift cards from locally owned grills, taco places, barbecue joints, bakeries, delis and more, to roughly 2,600 customers throughout early November.

“Running a restaurant is tough. Our franchisees benefit from being part of a brand that has operations and technology built for delivery,” said Russell Weiner, chief operating officer of Domino’s. “However, many small restaurants don’t have a system for delivery. Meanwhile, third-party delivery apps are charging local eateries high fees to deliver, which are taking away much of their earnings. Domino’s and its franchisees were inspired to pay it forward in these communities by helping drive business to a few neighbouring restaurants – without the substantial fees.”

“We love that Domino’s has supported other restaurants and driven their customers to these mom and pops that could really use the help,” said Irene Li, owner of Mei Mei in Boston, Mass.


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