Domino's is Giving Away Millions in Free Food to Randomly Selected Customers
Laura McQuarrie — August 12, 2021 — Lifestyle
References: surprisefrees.dominos & restaurantmagazine
Many restaurants are frustrated with the high cost of fees related to third-party food delivery apps and Domino's is directly challenging delivery apps by giving away millions in free food. Rather than charging surprise fees, Domino's is giving away $50 million worth of free food to randomly selected customers across the United States. The Surprise Free menu includes items like Hand Tossed Pizzas, Stuffed Cheesy Bread and Chocolate Lava Crunch Cakes.
Russell Weiner, chief operations officer and president, Domino’s U.S, says "Domino’s is giving away more than 5 million Surprise Free items – up to $50 million in free food – because Surprise Frees are way better than surprise fees." With its Surprise Frees, Domino's underlines the fact that it provides just one delivery fee and no hidden city or service fees.
Russell Weiner, chief operations officer and president, Domino’s U.S, says "Domino’s is giving away more than 5 million Surprise Free items – up to $50 million in free food – because Surprise Frees are way better than surprise fees." With its Surprise Frees, Domino's underlines the fact that it provides just one delivery fee and no hidden city or service fees.
Trend Themes
1. Challenge to Third-party Food Delivery Apps - Domino's is giving away millions in free food to customers to directly challenge the high cost of third-party food delivery app fees.
2. Surprise Free Menu Items - Domino's Surprise Free menu includes items like Hand Tossed Pizzas, Stuffed Cheesy Bread and Chocolate Lava Crunch Cakes.
3. One Delivery Fee, No Hidden Fees - Domino's promotes its Surprise Frees stating that it provides just one delivery fee and no hidden city or service fees.
Industry Implications
1. Food Delivery Services - Food delivery services like Grubhub, Uber Eats, and DoorDash can expect increased competition from Domino's Surprise Frees campaign
2. Fast Food Chains - Fast food chains can take a lesson from Domino's Surprise Frees campaign and focus on offering benefits such as no hidden fees and simple pricing strategies.
3. Online Ordering Platforms - Online ordering platforms, especially those with complex pricing strategies, will need to reconsider their pricing models to stay competitive with Domino's Surprise Frees campaign.
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