When it comes to ordering delicious pizza boxes, such as those from Domino’s, does the delivery platform make a difference? It’s not what customers are particular about. For instance, when hailing a motorcycle ride, they’d usually change from one app to the next, depending on which app picks a driver faster.
The same goes for food deliveries. For as long as you get the food from a particular restaurant at your craving’s freshest quality at your doorstep, whichever food delivery app is used doesn’t matter.
But you might want to choose one over the other. For instance, Uber trumps DoorDash as it offers faster delivery service. However, DoorDash’s delivery fees are cheaper than those of Uber’s.
Domino’s, one of the world’s largest pizza chains, is among those who want to experiment on those distinctions. For so long, they have had an exclusive partnership with Uber, which means you won’t find Domino’s even if you search for hours on your DoorDash app. But that was before.
Now, the pizza chain has ditched its exclusivity with Uber to also offer its menu on DoorDash. Read on for the scoop.
New world for Domino’s
Domino’s newest partnership with DoorDash, throwing away its exclusivity with Uber, opens several doors of opportunities.
This will bolster Domino’s plan to reach $1 billion in sales on third-party delivery marketplaces.
Joe Jordan, Domino’s chief operating officer, spoke with the media, saying, “The ability to connect seamlessly with DoorDash customers means more sales for Domino’s stores while efficiently leveraging our brand’s robust delivery network.”
He added that as incremental customers are tapped, particularly those in suburban and rural markets, Domino’s can discover meaningful opportunities for its brand that occasionally opens stores across the United States and worldwide.
The changes
Secondly, the partnership will also boost the benefits of the perks that customers get. Before, only customers using Domino’s official website can access the loyalty program. Now, with the deal with DoorDash, your orders from the pizza chain are also available to DashPass subscription members.
DashPass is a membership program at DoorDash in which members get $0 delivery fees and reduced service fees on eligible orders that meet the subtotal minimum shown on the app.
This partnership and gamble are also expected to boost Domino’s same-store delivery sales, which the media pointed out to have lagged previously.
Considering the success of the exclusivity with Uber Eats, which saw a boost in sales, the same is expected for this new tie-up with DoorDash. It is really a puzzle as to why Domino’s decided to ditch its exclusivity with Uber, considering the breakthroughs.
Though Uber Eats remains relatively the most dominant food delivery platform in the United States, DoorDash has the largest market share of aggregators in this country, not to mention its more than 40 million active users. The DashPass and Wolt+ programs have over 22 million members. Could this be the reason for the pivot?
The official date of the break away of Uber from Domino’s will be this May 1st.