Domino's delivery vehicle design winner named

Oct. 17, 2012 | by Alicia Kelso

Domino's and Local Motors, a Phoenix-based community-driven automobile designer and manufacturer, have chosen the winner of phase I of the "ultimate pizza delivery vehicle" competition, which was launched Aug. 13.

Phase I focused on vehicle design and ran from Aug. 13 to Sept. 23.

First place, "Domino's Pack," was designed by Anej Kostrevc, aka "Extreme," from Slovenia.

The Local Motors website describes the winning design as such:

"Pack is a small and agile pizza delivery vehicle, with all the functionalities that a modern pizza driver needs to get his delivery to customers in time. With its compact size and small engine it is able to easily maneuver through the city jungle. It is designed to be robust, safe and capable to overcome different weather and road conditions. It has multiple storage solutions to enable the driver a comfortable ride and easy access to everything he needs. Navigation system or maps are stored on the large touchscreen display and are easy to use. For the night deliveries the vehicle has an auxiliary light integrated in the right side mirror illuminating the surroundings. Sodas and salads are cooled via air conditioning in the side box next to driver or in the back drawer. Interior has multiple storage solutions to keep all required elements at hand."

Numerous comments lauded the car's design as well, with one poster saying it manages to "find the middle point between coolness and usefulness" and another claiming that it "speaks Domino's throughout."

The Pack went through 11 design revisions before the competition ended.

Finishing in 2nd through 10th place in Phase I were:

2. Xtreme Dominos Delivery Vehicle – XD2 by Phil Hall, aka IDXONE, from the U.S.

3. Pizza Hero by Pierre Gimgergues, aka Piero, from France

4. UDV ASAP by André Costa, aka LUDE, from Portugal

5. Domino's CUBE by Vasilatos Ianis, aka Vasilatos7777, from Romania

6. The Domino's DOMINATOR by Victor Garcia, aka Victor Garcia, from the U.S.

7. PIDEQ by Marius Flitar, aka FLITCH, from Romania

8. Codename: DomiGO by Sasank Gopinathan, aka Braunarsch, from India

9. Domino's Yummingbird by SIXTEN, aka Marc Senger, from the U.S.

10: One by MAUUU, aka MAUUU, from Italy

The top 10 entries were chosen by the community and then the order was determined by the Domino's Council after a significant amount of analysis. Every participant who had an entry validated in the competition has received the official Domino's UDV Competition Badge.

"The Local Motors Community of over 18,000 enthusiasts, established in the principles of open source and co-creation, generates vehicles of the future," said Jay Rogers, Local Motors CEO and co-founder, in the initial release. "We are excited to partner with Domino's Pizza to design a worldwide, game-changing delivery experience for its customers by co-creating the Ultimate Delivery Vehicle."

The competition includes five phases and will conclude in February 2013 with a prototype production of the new pizza delivery vehicle.

Remaining phases of the competition include:

  • Packaging: Oct. 30-Nov. 12
  • Interior: Nov. 27-Dec. 11
  • Surfacing: Jan. 8-Jan. 22, 2013
  • Rendering: Feb. 5-Feb. 19, 2013

Prize amounts vary per competition. In all, more than $50,000 in prize money will be awarded along with the opportunity to see the top designs in each competition through to prototype.

Russell Weiner, Domino's Pizza's chief marketing officer, said the company hopes the eventual prototype design is something that "truly revolutionizes the Domino's experience for everyone."

Read more about operations management.

Topics: Delivery , Domino's Pizza , Marketing / Branding / Promotion , Operations Management

Alicia Kelso / Alicia has been a professional journalist for 15 years. Her work with, and has been featured in publications around the world, including NPR, Good Morning America, Voice of Russia radio, and Franchise Asia magazine.
View Alicia Kelso's profile on LinkedIn

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