The latest analyses, insights and strategies that inspire CMOs and marketers everywhere.
Domino’s ‘Steady Pizza’ to Eliminate #deliveryfail
Many agencies are getting into the whole product development thing. The poster child for this, of course, is the Nike Fuel Band. But where Nike is helping people stay fit, Domino’s Pizza is ensuring people will get their fill of, well, not-so-low calorie pizza. But in Brazil, the brand is going a step further and ensuring delivered pizza arrives as it should… and avoids inspiring the endless #deliveryfail posts on social media.
Working with Artplan, the brand is out with Domino’s Steady Pizza, a stabilization mechanism that keeps pizzas in balance while being delivered. Because nothing’s worse than opening a pizza box and finding all the ingredients on one side. And folks on social media aren’t shy about complaining about it when this, or some other problem, occurs.
Now, Domino’s is showing that it’s listening to those complaints. The system consists of two hemispheres. One is fixed on the X-axis, and one is fixed on the Y-axis. Pendulums of lead compensate for movements keeping the pizza container inside level at all times. Currently, it’s designed for bike delivery but there’s no reason this couldn’t roll out for cars, as well.
The system was launched in the beginning of the year in Brazil and is being adapted for industrial production. In total, over 10.000 stores worldwide will be benefited from it. The invention will be presented this week at Domino’s Worldwide Rally 2014.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.