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Domino's Pizza Gets Into the Car Business: Meet the Domino's DXP

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On: Fri, Oct 23, 2015 at 9:36AM | By: Teddy Field


Domino's Pizza Gets Into the Car Business: Meet the Domino's DXP

Domino's Pizza delivers some 400 million hot pizzas every year. That's a lot of calories, and a lot of dough (both literally and figuratively). So it makes sense that they would want to have their own custom delivery vehicles. To make this happen, the pizza giant teamed with Roush and a former General Motors R&D executive, to build 100 of these crowdsource-designed Domino's DXP delivery cars. Let's have a look (we promise, you'll be done reading this article in 30 minutes or less)...

Three years ago, a company called Local Motors began a crowdsource design competition to create the ultimate Domino's pizza delivery vehicle. After receiving 385 design entries, former GM R&D chief Kenneth Baker and Roush Enterprises, collaborated to create this Chevy Spark-based delivery car. But this isn't just a one-off custom SEMA show car. They're actually going to build 100 of them.

The most obvious feature of the Domino's DXP (DXP = Delivery Expert) is the big pizza warming oven behind the driver's door. Accessible via a button on the key fob, this illuminated pizza warmer can keep six pies at a toasty 140 degrees. Behind and beside the plastic warmer is room to hold two Domino's Heatwave bags. In place of the front seat is a plastic platform with compartments to carry 2-liter soda bottles, napkins, salads, etc. And the whole car can be configured to tote up to 80 pies (for catering/special events).

On the outside, you get Domino's signage everywhere, and a puddle lamp that projects—you guessed it—a Domino's logo! To make this little cholesterol carrier, Roush takes a 2015 Chevy Spark two-door (1.2L/CVT) and installs some 176 custom components. The pizza giant then contracted with Chevrolet dealers in the 25 roll-out markets, to both service the cars and host local launch events. The list of cities include Boston, Dallas, Detroit, Houston, Indianapolis, New Orleans, San Diego, Seattle, Portland, and Fargo.

They will be offering the Domino's DXP to franchise owners for $20,000–$25,000, which will eliminate their need to pay delivery drivers by the mile. Expect to see them crawling around your town within the next 90 days. If this "experiment" goes well, expect Dominos and Roush to offer a similar package for the all-new Chevy Spark, due out next year.


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