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Midweek Motivation Exercise Domino's "Book Direct" Campaign Equivalent


In vacation rentals we talk about listing sites.In the restaurant world, it's delivery apps like Grubhub, Door Dash, and Post Mates. These tech companies have taken a sizable bite out of restaurant economic models and margins -- especially in the wake of the pandemic as demand for delivery surges.

To discourage the use of delivery apps (aka. "book direct") Domino's Pizza got creative. Domino's franchisees (in select cities) bought thousands of $50 gift cards from local restaurants, and have been randomly distributing these cards to Domino’s delivery customers so they can order directly from local restaurants and avoid delivery app fees.

Talk about a delicious book direct campaign that doubles as community leadership!
 

Craig

Envoy
Inner Circle
We're still struggling to get guests to book direct. Still sitting at 12% of bookings. We have fridge magnets in every property, advertise it in our guidebooks, email direct mail to all of them every month - 45% book through airbnb, 15% through Vrbo...it's frustrating.
 

Matt Landau

Ambassador
Staff member
We're still struggling to get guests to book direct. Still sitting at 12% of bookings. We have fridge magnets in every property, advertise it in our guidebooks, email direct mail to all of them every month - 45% book through airbnb, 15% through Vrbo...it's frustrating.
Check out our restructure of the roundtables area (specifically the direct book segments) on this page for some ideas: https://community.vrmb.com/pages/roundtable-bookings/
 

RuthM

Envoy
Inner Circle
Just seeing this now. WOW. What a powerful choice for an advertisement. Makes you want to order Domino's, right? Doing the right thing in your community is always the right idea. Each of us should think about how to replicate in our own markets, in our own way.
 
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