Domino’s launches new pizza delivery vehicle

Kyla Smith, The Detroit News
Domino’s Pizza unveiled its Domino’s DXP, a specially designed and built pizza delivery vehicle Wednesday at Domino’s Farms in Ann Arbor.

In an attempt to cook the competition, Domino’s Pizza launched a specially designed pizza delivery vehicle Wednesday.

The pizza mobile -- the Domino’s DXP (Delivery Expert) -- took three years to design in collaboration with Roush Enterprises, General Motors and former GM research and development executive Kenneth R. Baker. The car, unveiled at Domino’s Farms in Ann Arbor, will allow drivers to deliver oven-hot pizza to customers.

“We wanted to design a vehicle for our customers to continue to have a positive, fast and easy delivery experience,” said Russell Weiner, president of Domino’s USA. “This is not a gimmick. We spent millions of dollars developing this concept.”

The vehicle of choice for the DXP will be the Chevrolet Spark. The car have a warming oven that heats up to 140 degrees Fahrenheit behind the driver’s door and will fit 80 pizzas.

So far, Domino’s plans to convert and deliver 100 DXP’s to 25 major cities including, Detroit, Houston, San Diego, Seattle and Boston over the next 90 days.

Franchise owners are able to purchase a DXP for $25,000 but it’s not required. Dave Ceserini who purchased three DXP’s owns three Domino’s Pizza in Ann Arbor and one in East Lansing.

“I’m a pizza geek. This is an opportunity for us to have a company car. Why wouldn’t I invest in this,” Ceserini said.”

When Weiner was asked about a possible pizza delivery by drone, the crowd erupted in laughter.

“Three years ago, if someone asked me about a Domino’s car with an oven, the crowd would have laughed too, but not only are we a pizza company, we are a technology company. You never know what is possible in the future,” he said.