Domino’s adds Spark to pizza delivery with purpose-built DXP pizzamobile

Domino's launched the Domino's DXP

PHOTO BY DOMINO'S

This 'ultimate pizza delivery vehicle' has a warming oven

Domino’s has being revolutionizing the way we get our pizza -- from the corrugated box and the Heatwave bag to Twitter, ordering by text, and even emoji. Now, the company is amping up the way it delivers pizza with the Domino’s DXP (Delivery Expert). 

On Wednesday, Domino’s unveiled the DXP, a “custom pizza delivery machine” that holds 80 pizzas, a warming oven, cooling areas for liter bottles of soda and salad, and a puddle light that projects the Domino’s logo on the ground. The company prides itself on 30-minute-or-less deliveries and believes this new car will enhance productivity even more.

“The Domino’s DXP is the first purpose-built vehicle aimed at revolutionizing pizza delivery,” said Russell Weiner, president of Domino’s USA. “This innovation allows drivers to do their jobs with greater ease and efficiency, and demonstrates that Domino’s is absolutely fanatical about making perfect deliveries.”

Domino’s asked its pizza delivery experts what they would like to see in a vehicle, then took this idea for “the ultimate pizza delivery vehicle” to the next level with a crowd-sourcing competition through Local Motors, a technology company that designs, builds and sells vehicles. Three hundred and eighty-five entries from around the world were submitted showing how important a warming station would be and how to use the space in the vehicle to accommodate more pizzas. Based on information garnered from all those entries, Domino’s also realized rather than building a brand-new vehicle, it would be in the company’s best interest to use a vehicle that was already on the road. That vehicle is the Chevrolet Spark.

The Spark is fuel efficient, with an EPA estimated 39 mpg highway, comes at an affordable price and has a great warranty. The 1.2-liter engine makes the I4 engine car fun to drive. Dealerships have been trained on how to fix problems in the vehicles, including any potential issues with the oven.

Domino’s asked former General Motors research and development executive Kenneth Baker to be the project lead on the vehicle and tapped Roush Enterprises to help cultivate the design.

Roush is currently working on converting and delivering 100 DXP to 25 markets across the U.S., including Boston, Dallas, Detroit, Houston, Indianapolis, New Orleans, San Diego and Seattle over the next 90 days.

Domino's launched the Domino's DXPPHOTO BY DOMINO'S

“As a 55-year-old company born in Michigan, it is an honor to be able to partner with other great Michigan companies to produce the DXP,” said Weiner. 

The DXP has 176 different components from the Chevy Spark. The warming oven, located behind the driver’s door, reaches up to 140 degrees Fahrenheit. A sign will also pop up when the oven is open that says “Hot Pizza,” so people know to be careful when close to the vehicle. Domino’s has removed all the seats but the driver’s so more pizza can be stored and so the logo is evident throughout the vehicle. Domino’s even put the logo on the tires.

After testing, it will be optional for each franchise owner to purchase a vehicle. It will cost $20,000 to $25,000. Domino’s has at least 100,000 people delivering pizzas each week who are paid by the mile, with additional money going towards wear and tear of the car. Weiner says he thinks having the vehicle would save franchise owners more money in the long run and advertising from the car driving around will pay for the car itself.

The goal is for every store to have its own DXP. Domino’s is looking to make more vehicles after June 2016, but don’t get your hopes up for other pizza companies to have similar vehicles. Domino’s says it owns the design and it isn’t interested in selling any time soon.