Want a tip? Go pick up your pizza at Domino’s! They will give you a $3 tip if you go get your pizza rather than have them deliver it to you.

Thanks to my friend, Dwayne Long, I learned of this new approach from Domino’s. Dwayne sent me a link to the new Domino’s TV commercial, which says, “When you order carryout online from Domino’s, you’re no longer just a customer. You’re a delivery driver.”

Really, you don’t actually get a $3 tip. Instead, you get a coupon for $3 off your next Domino’s order.

(Which is kind of cheating, if you ask me. Imagine giving my Domino’s delivery driver a coupon for $3 off some future purchase somewhere instead of cash? I doubt the driver would appreciate my tipping methodology!)

According to the Wall St. Journal, “Domino’s latest offer comes as the pizza chain, along with many other businesses across the U.S., continue to struggle with staffing levels. A spokeswoman for Domino’s said the company needs more delivery drivers at its U.S. stores.”

It’s something everyone in business today understands. Staffing is an issue for almost every industry.

However, there’s a significant problem with this decision by Domino’s – and it is a point that is essential for every business today!

Domino’s brand is about DELIVERY…not pizza! Few believe Domino’s has the world’s best pizza — despite their recent efforts to improve the quality of their product. Their competitors — Pizza Hut and Papa John’s, for example — have built businesses on having great pizza. Domino’s established their empire on getting their pizza to you hotter and quicker than anyone else.

Domino’s has spent years creating their business around delivery, not carryout.

• Here’s the central problem: Promoting and incentivizing customers to bypass delivery seems to encourage customers to negate the primary aspect of their brand.

The Domino’s Delivery experience is the company’s primary asset. Let’s face it, Domino’s practically owns the “delivery” category in pizza. Domino’s should not compromise its brand for the sake of momentary convenience. They will suffer more in the long term by neglecting their brand.

By promoting carryout over delivery, they degrade their most valuable asset. They minimize the very aspect that makes them distinctive in the marketplace.

Contrast this effort with that of my friends at Pizza Hut. They’ve moved all their chips in on their product. Notice their tagline now: “No one outpizza’s the Hut.”

Here’s the critical factor: Pizza Hut has doubled down on the aspect they believe is their brand.

Yes, there is a critical shortage of quality team members in almost every industry right now. However, the intelligent business will never sacrifice its distinction for a short-term fix. Businesses need to follow the Pizza Hut example: invest more in your point of distinction, never minimize it.

Being distinctive is always superior. Domino’s should never compromise its brand for the sake of appearing “convenient.” You shouldn’t either!