HEINEKEN USA has introduced a first-of-its-kind collaboration with OpenTable that allows diners to nominate a designated driver (DD) while making a restaurant reservation. The initiative expands the company's There's No Such Thing As Fine to Drive campaign and is based on new research showing that 71% of Americans would be more likely to arrange a safe ride home if prompted during the booking process. By integrating the reminder into reservations, the partnership aims to encourage responsible planning while recognizing designated drivers—whom 58% of survey participants described as the "hero" of the evening.

"HEINEKEN has a longstanding global ambition to brew the joy of true togetherness, which means ensuring moments of connection are always enjoyed responsibly and removing barriers to moderation," said Anne de Graaf, Chief Corporate Affairs Officer at HEINEKEN USA.

"By celebrating the designated driver, we're reinforcing that choosing not to drink doesn't mean missing out on the experience. Heineken 0.0 delivers the social connection without alcohol, and this partnership with OpenTable highlights that responsible choices deserve recognition from the moment a reservation is made."

Reece Jones, General Manager of OpenTable Media, added that the company is committed to creating meaningful connections between diners and restaurants. He noted that partnering with HEINEKEN USA through OpenTable's media solutions provides a unique opportunity to encourage responsible alcohol consumption directly within the reservation journey.

Key Survey Findings
The research also revealed several insights into consumer attitudes toward responsible drinking:

Pilot Program Launches in Houston
The partnership will debut this summer as a pilot program in Houston, Texas, a city where driving is a primary mode of transportation. Local survey results highlighted the need for the initiative, with 34% of Houston respondents saying they realized they were more intoxicated than expected only after getting behind the wheel. Additionally, 36% admitted they had driven after drinking because they believed they were the "most sober" person in their group.

Participating Restaurants
The pilot will operate every weekend from July 31 through October 4 at ten participating Houston restaurants:

Rewards for Designated Drivers
Customers reserving a table through a dedicated OpenTable landing page can identify a designated driver during the booking process, making them eligible for special rewards.

Research found that 64% of respondents would be more willing to serve as the designated driver if restaurants covered the cost of non-alcoholic beverages. To encourage participation, HEINEKEN USA will provide complimentary Heineken 0.0 beverages for eligible designated drivers at participating Houston locations. The company is also partnering with SafeRides.org, a nonprofit organization that has provided more than 300,000 safe rides since 2003, to offer discounted rideshare vouchers for future outings.

Nationwide, 37% of survey participants said complimentary or discounted rideshare vouchers would make them less likely to drive after drinking. Through this collaboration, HEINEKEN USA aims to reward those who prioritize the safety of their friends and communities while making responsible choices more accessible.

To address this concern, the “Safe Pathways to Schools” project was launched through a partnership between Fundação Thiago de Moraes Gonzaga, Translab, and iRAP, with backing from FedEx Brazil. The initiative is aimed at enhancing student road safety by involving the school community, evaluating infrastructure using the Star Rating for Schools (SR4S) methodology, applying tactical urbanism strategies, and pushing for lasting upgrades and reduced traffic speeds.

The project is being carried out at E.M.E.E.F Prof. Elyseu Paglioli, a school situated in Porto Alegre’s Cristal neighborhood that serves children and teenagers with disabilities—many of whom face mobility difficulties. The area experiences high pedestrian activity, as it is also home to two other schools, a daycare center, a health clinic, residential buildings, and commercial establishments, making it a high-risk zone for vulnerable road users.

Beyond its primary goal of improving road safety for young students, the initiative integrates green infrastructure into its urban planning efforts. These elements are designed to deliver environmental and social advantages, such as improved water quality, accessible leisure areas, and greater resilience to climate events—especially important following the severe flooding in Porto Alegre in May 2024. FedEx Brazil volunteers will be instrumental in carrying out these urban interventions.

Through the creation of safer and more sustainable school environments, the project promotes active transportation and contributes to a better quality of life for the surrounding community.

Click here  to learn about FedEx Cares, our global community engagement program.