Heineken and OpenTable Launch Pilot Program to Incentivize Designated Drivers

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.

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.