Most people like their pizza delivered piping hot to the door. But sometimes traffic delays cause the pizza to be a little cooler than desired. Domino is addressing this issue head-on with its new pizza-delivery vehicles, called Domino’s Delivery Expert (DXP), that boast a built-in oven that can keep up to 80 pizzas hot.
The vehicle is based on a Chevrolet Spark and was developed using a crowd-sourced design competition. The DXP has a built-in oven that can be heated to up to 140 degrees, has easy loading and unloading, and is accessible and secured from a key fob (making sure that pizzas are safe from hungry college students). The new delivery vehicles are being rolled out in 25 markets across the U.S., including Boston, Dallas, Detroit, Houston, New Orleans, San Diego, and Seattle.
Why design its own car? Domino’s delivers about 400 million pizzas a year and its U.S. drivers cover roughly 10 million miles a week. But if you want to ride along with the delivery person, forget it – the car may seat up to 80 pizzas, but it holds only one driver.
Group Activities and Discussion Questions:
- Poll students about their pizza eating habits and pizza delivery experiences. What are the problems with pizza delivery?
- View the Pizza DXP delivery car video: http://bcove.me/wslyeqnc
- Bring up Domino’s Web site: http://www.dominosdxp.com/
- Divide students into teams. Have each team select another product or service that requires home delivery.
- What changes could be made to cars to help with deliveries?
- Have teams develop a key message pyramid and marketing campaign for Domino’s.
Source: Manufacturing Business Technology, Brandchannel.com, other news sources
