It wasn’t too long ago that the Mix and Match delivery deal was priced at $5.99. That changed this past March when the delivery deal went up in price. And starting October 17th, the Mix and Match Carry-out deal will do the same.
Eat This Not That reports that the price increase for the carry-out deal will be increasing to $6.99 from $5.99.
CEO, Russell Weiner made his case for the price increase by saying that, “Going from $5.99 to $6.99 on our delivery mix-and-match deal was the right move. Given the continued inflation we have seen, our analytics indicate we should take pricing on our national carryout deal as well.”
Carry-out orders increased 20% and delivery declined at 7.5% according to Domino’s third quarter earnings call.
Domino’s hopes that the numbers won’t lie and the $1 increase won’t affect sales on the carry-out side of things but instead serve to help their bottom-line…especially in the face of inflation.
While it doesn’t seem like a make or break increase to the Mix and Match special, the deal targets the ‘deal-savvy’ among us…the couponer’s, the ones that like to save a buck (or two). It will be interesting to see if their carry-out numbers slip from the increase.
A discussion on r/Dominos sub-reddit from September, shows a dialogue on the matter before the increase was even implemented for carry-out.
One Domino’s employee outlined the mind-set behind customer’s that want the “best deal possible”:
A customer chimed in to confirm their aversion to price increases stating that they would take their business elsewhere:
Only time will tell if raising the price of the Mix and Match deal affects Domino’s customer retention.
It could be that the die-hard penny-pinchers may revolt and start mixing and matching it up to other pizza place options out of spite.
