DXP is also a potential recruitment tool since delivery people will get to drive a new Spark. Given all the pizzas delivered, DXP will have a three-year service life.
There is more than the Spark of a good idea in an innovative program that has resulted in a slick customized pizza delivery vehicle called the Domino’s DXP revealed at an Automotive Press Association Meeting in Ann Arbor, Michigan. This custom designed vehicle built from a Chevrolet Spark by Roush Enterprises has implications not only for pizza deliver – the XP stands for expert pizza and there’s no argument Domino’s knows a thing or two about delivery – but for the entire fast food business.
Moreover, with franchisees buying the $20-25,000 rolling billboard there are potential implications for companies such as UBER or any other company that relies on contractors using their own vehicles of unknown safety and quality.
Safety is a key here because the Spark is fully compliant with all Federal Motor Vehicle Safety Standards, including side impact where the illuminated warming oven located behind the driver’s door and storage areas are located. The warming oven can hold two ‘Heatwave’ bags and is quickly accessible to drivers with the touch of a key fob.
Pizza delivery is two-thirds of Domino’s business In the U.S. Domino’s delivers about 400 million pizzas a year and delivery drivers cover roughly 10 million miles each week – equivalent to 21 round trips to the moon. Over the years, Domino’s claims it has revolutionized pizza delivery with other innovations, including the corrugated pizza box, Domino’s Tracker, the Heatwave bag and ordering by text, Twitter and emoji.
The interior of the DXP includes front and rear storage areas and has a non-slip, easy-to-clean surface to stabilize items during delivery. The car has been reconfigured with all but the driver’s seat removed, allowing the DXP to hold large orders for schools, businesses and special events, as well as home delivery. DXP has the capacity to accommodate up to 80 pizzas, along with Domino’s other menu items including salads, wings and 2-liter bottles of soda.
Domino’s is working with Roush Enterprises to convert and deliver 100 DXP Sparks to 25 markets across the U.S., including major rollouts in Boston, Dallas, Detroit, Houston, Indianapolis, New Orleans, San Diego and Seattle during the next 90 days. Domino’s has contracted with Chevrolet dealers in the cities where DXP vehicles are being launched to service the DXP ovens and accessories. These dealers will also collaborate with franchisees to hold local launch events to introduce the DXP in some places. It is a dream marketing scheme that will more than cover the DXP’s purchase price from advertising value to the franchisee.
DXP started with a five-stage crowd-sourcing competition hosted by Local Motors, on the company’s open platform called Open IO. The contest – Domino’s Ultimate Delivery Vehicle Challenge – resulted in 385 entries from designers around the world.
