FEES are a four-letter-word. Domino’s is attacking delivery companies such as Uber Eats and DoorDash with FREES.

They are giving away $50 million in free food through November. One out of every 14 customers will receive a free food item with their order.

According to their website, “Other food delivery apps charge customers with hidden city or service fees. Not Domino’s. We charge customers one straightforward delivery fee because we believe that level of transparency is what customers want and deserve.”

This is an example of the Purple Goldfish of Throw-ins. The most classic form of lagniappe, throw-ins are one of the easiest types of Purple Goldfish to implement. 

A throw-in is not only what you provide as an extra, it is also what you don’t charge for.

Want an example that takes this to new heights? Well, at least 35,000 feet.


Southwest Airlines stands for “freedom” in air travel. Following up on the successful “Bags Fly Free program,” Southwest has mastered eliminating fees:

Here is a rundown of how they treat fees:
– No checked bag fees for up to two bags
– No change fees. Saving customers upwards of $150
– No fuel surcharge fees
– No snack fees
– No aisle or window seat fees
– No curbside check-in fees
– No phone reservation fees

Domino’s is calling out these delivery companies, not just by touting their lack of fees, but by handing out little extras. 50 million reasons to get deliver through Domino’s.

Question – is this a smart strategy from Domino’s?

Follow me on Twitter or LinkedIn.

Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.

Find Stan’s in-person and virtual keynotes, workshops, and Goldfish tank programs at StanPhelps.com.