While many quick-service and fast-casual chains have been introducing new deals, promotions, and value meals to appeal to a growing group of price-conscious consumers, Domino’s Pizza is taking that up a notch with its new “Moreflation deal.”
Taking aim at consumer complaints about shrinking portion sizes in foodservice and retail, Domino’s Pizza is offering a limited-time one-up from the Ann Arbor, Mich.-based pizza chain’s usual $6.99 Mix and Match Deal. From Sept. 9-29, when online customers order two or more medium two-topping pizzas, they can upgrade one of their pizzas to a large for free.
“As a response to high inflation, many companies are shrinking products to avoid raising prices,” Joe Jordan, Domino’s president of U.S. and global services, said in a statement. “We understand that consumers are looking for great-tasting, affordable meal options. That’s why we’ve taken our biggest and best offer – our mix and match deal – and made it even better by giving customers more pizza for the same price.”
Domino’s Pizza has been leaning more into the discounts and rewards, particularly for loyal customers, as the brand tries to welcome customers with tighter wallets back into the fray of regular Domino’s customers. In April, Domino’s offered a new “tipping” promotion, which rewarded customers who tip their delivery driver at least $3 with a $3 coupon for their next order as part of the “You Tip, We Tip” promotion. The tipping promotion was introduced on the heels of the successful “Emergency Pizza” program, which offered a unique take on a buy-one-get-one-free coupon.
Then, in May, CEO Russell Wiener said that the company has “pumped the brakes” on increasing prices to make it clear that the company understands customers are worried about inflation and to “tap into the tensions around value” through both creative promotions and menu innovations.
“We’ve always been dedicated to providing delicious food at a great price to customers,” Jordan said. “From our enhanced loyalty program, Domino’s Rewards, which makes it even easier for members to earn free items more often, to launching our carryout tips and Emergency Pizza programs – we’re constantly looking at innovative ways we can provide value.”
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