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

A black and white drawing of a person sitting on the ground, holding their head in their hands, with a cloud above indicating sadness.

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.

Abstract black and white textured pattern with vertical streaks

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.

Futuristic electric delivery vehicles with Domino's branding on a city street at night, featuring illuminated signs and neon lights.

Diagram of two delivery vehicles with features labeled, including a sliding front door, safety glass, main shutdoor, large LCD display, auxiliary light, and single fog light, with a blue Domino's sign on top.

A bed with a headboard outlined by neon lights in a red-lit room.

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.