In this article:
- Select Domino’s locations bought gift cards to local restaurants that they distributed to their delivery customers.
- Now just imagine the effect it can have on the brand’s connection to local communities
Select Domino’s franchises around Boston, Phoenix, Louisville, Laredo and Denver decided to offer surprise gifs for customers and help local restaurants at the same time. You can see what the latter said about their struggles to survive in this video: Domino’s Supports Local
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It notes this grim statistic: “Over 110,000 U.S. restaurants have closed permanently since the start of the pandemic in March 2020.” While those can’t be brought back, it may be possible to save the ones that are still trying to make it now.
As reported in a press release, the participating Domino’s franchises purchased over $100,000 worth of gift cards from local restaurants with $50 values. Those were then distributed, randomly to around 2,6000 Domino’s delivery customers who were encouraged to use them with direct orders to avoid the fees tacked on to delivery apps.
Domino’s COO, Russel Weiner observed that while Dominio’s franchises gain the advantage of the brand’s existing tech for delivery, that’s not the case for smaller eateries. When they make use of third-party delivery apps, they have to fork over substantial fees for the service. Those cut into their profits.
That’s why, he said, “Domino’s and its franchisees were inspired to pay it forward in these communities by helping drive business to a few neighboring restaurants – without the substantial fees.”
It’ll be hard for us to express just how amazed we are with this simple, smart move, which ticks all the boxes. It’s a lovely, altruistic idea that really embodies the ideals of community support. Domino’s truly has put its money where its (customers’) mouth is.
Such acts of generosity would be well-noted in the neighborhoods that benefitted, particularly by the customers who got the free $50 gift cards and the restaurants who sold them – but, even more so, by the people behind these local businesses and their “regulars.” This is a doable loyalty-nurturing, connection-building move that any brand can copy. Heck, we encourage you all too!