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Domino's Pizza has rolled out a new promotional campaign, "You Tip, We Tip," to incentivize customers to tip their delivery drivers generously.

Under this initiative, customers who tip $3 or more to Domino's delivery drivers online will receive a $3 coupon for their next online delivery order.

Domino's Launches Tipping Campaign Amid Growing Scrutiny Over Tipping Culture in the US

The campaign, which runs until mid-September, comes when tipping culture in America is under scrutiny. According to CNN, Americans are increasingly being asked to tip in various settings, leading to frustrations among many. However, Domino's is not looking to eliminate tips; instead, they encourage tipping even more.

Kimberly Whitler, a marketing professor at the University of Virginia's Darden School of Business, lauds the campaign's cleverness in engaging consumers on a meaningful societal issue. She notes that humorous ads, such as the one depicting a minister asking for a tip at a wedding, have a better chance of reaching consumers.

Moreover, RJ Hottovy, head of analytical research at Placer.ai, sees the promotion as a strategic move to address the competitive landscape for delivery drivers. With labor recruitment becoming more challenging, Domino's can use this campaign to attract new drivers while satisfying existing ones.

Despite the positive reception from some, the campaign has also faced criticism. Some advocacy groups see it as a way for Domino's to avoid paying its workers a traditional wage. Like many in the restaurant industry, Domino's pays its delivery drivers a subminimum wage, relying heavily on tips to supplement their income.

'You Tip, We Tip' Campaign to Reward Customers, Support Delivery Drivers

However, Domino's drivers express gratitude for the campaign, fearing increased wages could lead to reduced hours or earnings.

One driver from Florida, speaking anonymously with CNN, emphasizes the importance of tips, stating, "Tips make up most of our pay and are incredibly important for those who work deliveries."

In a statement to USA Today, Kate Trumbull, Domino's senior vice president and chief brand officer, acknowledges customers' pressure to tip, even when no extra service is provided.

She emphasizes Domino's decision to "flip the script" and show appreciation to customers who tip their delivery drivers.

This is not the first time Domino's has implemented such a promotion. In 2022, they introduced "Carryout Tips," where carryout customers received a $3 tip for skipping delivery and picking up their food instead.