Hey, Domino's, sweet ride!
Behold the Domino's DXP (Delivery eXPert), a modified Chevrolet Spark tricked out with a warming oven and space for 80 pizzas, sides, two-liter bottles of soda and dipping sauces. (The driver's seat is the only seat, because, like cowboys, pizza delivery dude/-ettes ride alone.) There's even a puddle light that projects the Domino's logo onto the ground. (Please, no jokes about the gutter being the perfect place to see this particular brand's emblem.)
Alas, the DXP isn't shaped like a slice of pizza, but we can't have everything in this life.
Local Motors, which once built a 3-D printed car, held a crowdsourced competition to collect and perfect design elements, while Roush Enterprises, developer of Google's self-driving car platform, put the DXP together. The brand's lead agency, Crispin Porter + Bogusky—the shop behind Domino's Tracker and other high-profile promotions (like the ability to order by text, tweet and emoji)—worked on the DXP's flashy exterior design and bespoke car topper.
There are 100 such vehicles in production, and by year's end they'll serve as mobile advertisements while speeding pies to customers in cities like Boston, Detroit, Houston, New Orleans, San Diego and Seattle.
Strike that—they won't speed. Domino's drivers obey all rules of the road, naturally.
So, what does the DXP mean to consumers?
"People want their pizza to be as hot and fresh out of the oven as possible," CP+B executive creative director Matt Talbot tells AdFreak. "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."
Four years in the making, the DXP has been rigorously tested, Talbot adds: "That includes flammability testing, cold weather testing, rain testing and excessive-use, including 10,000 cycles of opening and closing the warming oven door."
All that so your triple anchovy with onions will arrive piping hot!
More pics below.