Pizza Delivery Gets a Major Upgrade Thanks to This Crowdsourced Vehicle

Domino's Introduces the DXP, a Car 'Purpose-Built' for Pies

Published On
Oct 22, 2015
Domino's DXP

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Next time you order a pizza, it just might come to you in a state-of-the-art "purpose-built pizza delivery vehicle."

Domino's is rolling out what it's calling the Domino's DXP (Delivery Expert), a radically reconfigured Chevrolet Spark that includes a built-in warming oven, room for up to 80 pizzas (for parties and corporate events) and plenty of branding -- including puddle lighting that can project the Domino's logo on the ground next to the DXP.

Three years in the making, the DXP is a collaboration between Domino's, automotive engineering company Roush Enterprises and General Motors. Hundreds of concepts for the DXP also came in from an online crowdsourcing design competition.

"The Domino's DXP is the first purpose-built vehicle aimed at revolutionizing pizza delivery," said Domino's USA President Russell Weiner in a statement. "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."

Over the next 90 days, 97 vehicles will be rolled out to 25 markets in the U.S. In the meantime, Domino's fans -- and/or fans of cleverly souped-up cars -- can take a interactive tour of the DXP's features at

According to a statement from CP&B, the agency supporting the launch, forthcoming "advertising and tactics will make the Domino's DXP a household name."


Oct 22, 2015
Brand :
Client :
Agency :
Vice President/Chief Creative Officer :
Ralph Watson
Executive Vice President, Executive Creative Director :
Tony Calcao
Vice President/Executive Creative Director :
Matt Talbot
Vice President/Creative Director :
Andrew Lincoln
Art Director :
Marthon Pucci
Copywriter :
Brian Caruso
Associate Design Director :
Adam Skalecki
Vice President/Creative Technology Director :
Harold Jones
Associate Director, Architecture :
Benjamin Sterling
Vice President/Executive Producer, Interactive :
Stafford Bosak
Junior Producer of Interactive :
Morgan Burrows
Vice President/Account Director :
Alex Guerri
Content Supervisor :
Brittany Tangsrud
Content Manager :
Sam Carolan
Experience Director :
Rich Giuliani
Associate Experience Director :
Dave Rowley
Senior Analyst :
Ryan Cain
Junior Digital Analyst :
Lea Johnson
Business Affairs :
Lydia Tirpak
Production Company :
Tool of North America
Quality Assurance :
Hook QA

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