The initiative, part of Heineken’s broader "There’s No Such Thing As Fine to Drive" campaign, targets the "reservation blindspot" where 57% of diners fail to consider transportation plans until they are already out. By integrating the designated driver (DD) designation directly into the OpenTable interface, the companies aim to turn a safety necessity into a social standard. The pilot runs from July 31 through October 4 across ten Houston-area restaurants, including locations of Federal American Grill, Goode Company, Morton’s, and Truluck’s.
In section Releases
Heineken and OpenTable Launch Pilot Program to Incentivize Designated Drivers
Seventy-one percent of Americans say they would be more likely to plan a safe ride home if prompted during the reservation process. To address this, Heineken USA and OpenTable are launching a pilot program in Houston that allows diners to designate a driver at the moment they book their table.
To encourage participation, Heineken is offering tangible rewards for those who take on the role of the DD. Participants who book through a dedicated landing page and identify a driver can receive perks, including Heineken 0.0 non-alcoholic beer and ride-share vouchers provided by the nonprofit SafeRides.org. This move follows internal research showing that 64% of respondents would volunteer to drive more frequently if restaurants covered the cost of non-alcoholic drinks. The project serves as a testing ground for shifting consumer behavior, using data-driven incentives to normalize the choice of moderation in social settings.
Comments (0)
No comments yet. Be the first!