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!