merit
When it comes to tipping, we’ve reached a tipping point. It seems like everywhere you go there’s a tip screen—even when the situation doesn’t seem to call for it. And Americans are over it. People are even spoofing tip screens, like the eclipse asking for a tip. In fact, according to two surveys USA Today Blueprint conducted in partnership with OnePoll, 63% of respondents said that too many places are asking for tips, and 48% said they’re tired of being asked to tip.
That's why, at a time when tipping can feel thankless, Domino's wants to thank customers for tipping their hardworking delivery drivers all these years, by tipping them back. Introducing You Tip, We Tip. A new value innovation campaign that is tipping customers $3 when they tip their delivery drivers $3 or more online.
The brief came out of the need to drive delivery sales and one of the Domino's brand's core pillars of Renowned Value. The solution was based on a real culture tension: Tipping in America has reached a tipping point. But meanwhile, Domino’s drivers rely on tips, and they’ve been hustling since 1960 to deliver hot pizzas to customers with extra service and speed. So we needed to figure out how to step in and address customers’ concerns with tipping tension while still helping Domino’s drivers to be rewarded for their extra hustle. The answer came in the form of You Tip We Tip. Showing appreciation for our customers’ tipping their drivers by tipping them $3 off next week’s order.
The answer came in the form of You Tip, We Tip. Showing appreciation for our customers’ tipping their drivers by tipping them $3 off next week’s order.
The You Tip, We Tip campaign helped contribute to a +4.8% increase in same-store sales in Q2 2024.
During key weeks of the You Tip, We Tip campaign Domino's dominated the conversation when compared to key pizza competitors (86.2% SOV), and managed to maintain positive/neutral consumer sentiment (97.1% positive/neutral) on a complex topic that's especially relevant today.
Tipping is as American as apple pie. It’s something that’s been baked into the American economy for a long time. And as commerce has matured and new payment technology has been introduced, it’s become even more pervasive. Right now, tipping is a point of contention. With people taking to social media to express their frustration with guilt-tipping, over tipping, and tipping situations that just don’t make sense.
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