While convenient, food delivery apps surprise their customers with all sorts of fees right before they place their orders—like service fees, city fees, small order fees, or other fees you didn’t even know existed. As the pioneers of pizza delivery, we had to do something about it. So while food delivery apps charge surprise fees, we decided to give people Surprise Frees instead—5,000,000 free food items added to their orders, like free pizza, lava cakes, and more when they ordered online.
In a massive, company-wide effort, Domino’s stores across the country started to surprise their customers by placing Surprise Frees stickers on items they delivered, and customers were also surprised on the Domino’s Tracker Confirmation Page.
Next, we surprised some unsuspecting customers in
memorable ways as part of a national campaign.
We also drove buzz leading into the national launch by surprising 10,000 Domino’s customers on Venmo with Surprise Frees.
The campaign continued with a series of food-focused TV spots that drove home the appeal of our tasty Surprise Frees vs. the surprise fees from food delivery apps.
People across America posted on social about the Surprise Frees they received.
"Domino's Pizza is taking on delivery apps that charge extra fees with a new giveaway totaling $50 million worth of free food"
"#5 Trend on Twitter"