Hot Pizza Delivered Hot Another Hot Idea From Domino's
 2015 DominoMobile |
By Martha Hindes
Senior Editor
Michigan Bureau
The Auto Channel
How does one pamper a pizza when driving? Putting it on the passenger seat where it can slide to the floor isn’t ideal. Neither is putting it in the trunk where it can freeze or at least chill during cold weather. That’s a challenge faced by tens of thousands of pizza delivery drivers trying to get their wares to that football game party, late night exam cram or suburban dinner table while it’s still in its prime condition. Until now.
Domino’s Pizza, a dominant pizza chain worldwide and the self-proclaimed leader in fast delivery has taken an aggressive step in getting the world’s most ubiquitous food to its customers without losing that fresh-out-of-the-oven taste and texture. It’s the DXP delivery vehicle designed to haul as many as 80 pizzas in boxes at one time.
 |
Currently, most Domino’s franchises have drivers who use their own personal vehicles -- after appropriate certification – to do deliveries . And with about 400 million pizzas delivered a year worldwide, drivers put over about 10 million miles a week getting them to customers.
The DPX (which stands for Delivery Expert) isn’t as futuristic as originally envisioned. A collaborative effort by General Motors Co. which provides the Chevrolet Spark that is the base vehicle, Roush Enterprises, a Detroit, Michigan-area specialist in vehicle customization and Domino’s – also Michigan-based) aimed at an innovative way of improving service.
When the idea was first floated (with the blessing and efforts of former GM research and development executive Kenneth R. Baker), a contest was held to find the best ideas for a practical delivery vehicle that would be affordable for franchise owners who decided to buy one. The 385 design entries submitted internationally – some extremely futuristic -- were winnowed down to the most usable, cost effective “purpose-built” vehicle that still would meet safety and fuel economy regulations. The 2016 Spark, the base of the first models, is small, maneuverable, and has easily-adaptable technology features. And the Spark, known internationally, could be adapted to other areas outside the U.S. (The most difficult problem in going international would be adapting to right-hand drive, one executive was overheard saying.) The Spark as the base vehicle keeps the cost around the $25,000 range, with Domino’s picking up the development and conversion cost.
The DXP doesn’t look other-worldly, despite its red, white and blue exterior and large, lighted Domino’s domino on top. But the interior has been totally changed. There’s only one seat – the driver’s -- with a flattened rear floor and deep tray for salads or a couple or”Heatwave” cases on top where the front passenger seat was removed. Also gone, the passenger side airbag that could have sent pizza splattering throughout the cabin if it went off in an accident.
Behind the driver is a composite heating oven about the size and feel of a large dog carrier. It is heated to 140 degrees Fahrenheit and can hold four pizza boxes, about the maximum quantity for the average delivery. But for large parties, the hatchback vehicle is designed to hold as many as 80 boxes.
 |
Originally, Domino’s planned to convert 25 Sparks to DPX. But so many franchisees were interested it was expanded to 100. So far, 92 still in test phase have been ordered. How many does the company expect it franchisees to buy? Domino’s doesn’t have a number. But Roush executive, Ronald Muccoli, said the company’s half-million square-foot conversion facility can do 1,000 a year, but will find a way to do as many as Domino’s franchisees want. It also has plants in Germany and Korea able to do the transition. First orders are expected in high-volume areas such as Detroit, Boston and other large cities.
New DPXs will be based on the revised 2016 Spark, so there will be some new testing and changes, including the exterior door in front of the oven that will need some revision to fit.
And if you’re a collector, don’t expect to buy one of the proprietary vehicles from any used car lot or dealer once it’s gone through its expected three-year lifespan. They won’t be sold at all, said Weiner. “They will all be crushed”.
Copyright 2015 Automotive Bureau
NACS: Domino’s Tricked-Out Delivery Vehicle Debuts
The car that took four years to build has a warming oven and the capacity to deliver 80 pizzas.
ANN ARBOR, Mich. October 26, 2015; Pizza delivery just got a little snazzier. Domino’s Pizza has unveiled its new delivery vehicle, a Chevrolet Spark with a single seat for the driver and a warming oven. Called the DXP, the car can hold up to 80 pizzas, two-liter soda bottles, dipping sauces and sides, Advertising Age reports. A puddle light shines the company logo on the ground, just in case someone missed the vehicle’s signage.
Local Motors perfected the car’s design elements via a crowdsourcing competition, while Roush Enterprises put all the pieces together. As the lead agency for Domino’s, Crispin Porter + Bogusky had a hand in pulling together the exterior design and car topper.
Currently, Domino’s plans to have 100 branded cars on the streets in Seattle, San Diego, New Orleans, Houston, Detroit and Boston. “People want their pizza to be as hot and fresh out of the oven as possible,” said Matt Talbot, CP+B executive creative director. “The DXP, with its built-in warming oven, can deliver on that better than any vehicle before it. The other compartments in the vehicle also mean that any drinks, sides and sauces will make it safely to your front door as well.”
It took Domino’s four years to make the thoroughly tested DXP. “That includes flammability testing, cold weather testing, rain testing and excessive-use, including 10,000 cycles of opening and closing the warming oven door,” said Talbot.
