Domino’s has a series of ads out supporting local restaurants. Their slant is not just to order from the “mom and pop” shops, but also to skip the delivery apps like UberEats and Door Dash. By the by, Door Dash has a great commercial, check it out here. Take a look at the short Domino’s ad here, and the extended version is at the bottom of this post.
Something about this campaign rubs me the wrong way. I don’t think it’s because I deliver for UberEats from time to time. I just get the vibe there is something else Domino’s actually cares about and it’s not saving customers from the delivery apps. My guess is that somehow this simply helps their bottom line. After all, Domino’s uses the apps to deliver their pizza!
Not to mention, restaurants aren’t forced to use these delivery app brands. I would think getting an order from an UberEats customer is better than that customer not ordering from the restaurant at all, right? I mean, let’s be honest, someone who can order and have it delivered to their doorstep isn’t going to take a more noble route by getting out of bed, getting dressed, driving to a restaurant (dealing with traffic and gas prices), ordering, driving home, changing into comfy clothes, then eating… just to save a few bucks. So these restaurants either get the customer through the apps, or not at all.
Because of that, this Domino’s ad is pointless. Well, I shouldn’t say that… they did a good thing by purchasing the $100 gift cards from the local restaurants, but if they genuinely only cared about the local shops, they would have done the gift card thing without making a whole commercial about how virtuous they are.
Another thing not mentioned, if the apps were to go away, that eliminates income for a lot of people.
How do you feel about the ads? Are you encouraged to buy a Domino’s pizza because of the kindness they showed to other restaurants? I bet they’re betting on you making that choice 🙂
Thanks for stopping by…
-Out of the Wilderness