A user using Domino’s app. Credit: Domino’s Pizza Inc./ PR Newswire.

American multinational pizza restaurant chain Domino’s Pizza has launched a new initiative, dubbed ‘You Tip, We Tip’, rewarding customers who tip their delivery drivers.

Customers who tip their delivery drivers online will receive a $3 discount on their online delivery purchase the following week as part of a promotion, which starts on April 29.

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However, this promotion is exclusive to customers who tip $3 or more.

The ‘You Tip, We Tip’ campaign is only applicable through Domino’s ordering channels.

In July 2023, Domino’s signed an agreement with Uber to allow US customers to order using its services Uber Eats and Postmates.

With this new effort, Domino’s becomes the first quick-service restaurant to allow patrons to tip their drivers.

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Domino’s senior vice president and chief brand officer Kate Trumbull said: “Domino’s drivers have been hustling to deliver hot, delicious pizzas since 1960, and we love that customers have been tipping them for their great service since day one.

“But these days, everywhere you go, there’s a tip screen. The pressure to tip is real, even when no extra service is provided. So, we decided to flip the script and show our appreciation by tipping customers back.”

One of the main aspects of this promotion is to support its delivery drivers.

Domino’s has faced challenges with maintaining sufficient labour levels, particularly among its driver workforce. This tipping incentive is part of a broader effort to bolster employee support and retention.

Domino’s has been actively developing tools to enhance its workforce management.

At the end of 2023, the company announced plans to release a new labour tool to complement an existing forecasting tool to improve scheduling and flexibility for its employees, Nation’s Restaurant News reported.