The First Purpose-Built Pizza Delivery Vehicle
It’s not every day a pizza company builds a car. But as the pioneers of pizza delivery, we felt compelled to keep helping Domino’s improve the way pizza gets delivered to their customers. No longer could they stand by and let their pizza get delivered in a rusted junker with a delivery topper on it. So we helped Domino’s create, along with the car design community, the DXP – a first-of-its-kind delivery vehicle purpose-built for pizza delivery.
case study
LAUNCH CAMPAIGN
To launch the DXP, we used typical car advertising troupes to put Domino's in the same category and conversation as car makers.
BORN FROM THE ultimate delivery vehicle PRoject
What started off as a crowd-sourced competition in 2010 amongst Domino’s customers and the car design community. The project progressed into a 5-year creative alliance between Local Motors, General Motors, and Roush Performance to bring the car to life.
Features
The DXP is equipped with a built-in warming oven that heats up to 140-degrees Fahrenheit to keep customers’ pizzas hot throughout the delivery journey, as well as a custom compartment in place of passenger seats that secures customers’ dipping sauces, napkins, utensils, and prevents drinks from being rattled.
On the exterior, the DXP features a side-mounted light that brightens the ground once the car is parked to help drivers step safely around the vehicle, and an “Out For Delivery” roof light that when illuminated, means the vehicle is en route to hungry customers.
COLD PIZZA NO MORE
-LA TIMES
Domino’s gets into the car business.
-Forbes
Every new car launch needs a digital experience for people to test drive the features
results
2.5 Billion Earned media impressions
10.5 % Same Store sales growth
+1 million site visits
155 DXPs on the road
zero cold pizzas delivered
