Domino's Modified Chevrolet Spark Can Pack in 80 Pizzas

Domino’s publicly unveiled its DXP pizza delivery vehicle today at an Automotive Press Association event at its headquarters in Ann Arbor, Mich. The modified Spark features a warming oven accessible to drivers on the vehicle’s exterior via key fob, and every seat aside from the driver’s is removed, giving the car the ability to hold up to 80 pizzas.

Domino’s will deliver 96 of the cars to franchises in 25 markets including Boston, Seattle, Detroit and San Diego over the next 90 days, the Michigan-based pizza chain said in a statement. They cost franchises between $20,000 and $25,000, compared to a starting suggested price of $12,170 for a standard Spark.

“Even though Domino’s deliveries will still primarily be made in the personal cars of delivery drivers, the Domino’s DXP represents an innovative leap into the 21st century and takes delivery to a new level of efficiency and quality,” Domino’s USA President Russell Weiner said in the statement.

The DXP, which also features a puddle light projecting the Domino’s logo on the ground and space to store 2-liter soda bottles, has been in design and production for about three years, the company said. After hundreds of designs were submitted in a public competition hosted by Local Motors, Domino’s worked with Roush Enterprises and former General Motors r&d Vice President Kenneth Baker to modify the Spark.

The world’s second-largest pizza chain said it has contracted Chevrolet dealers in markets with the DXP vehicle to service and handle the “nuances” of the car, in addition to hosting launch events. Roush will warranty the cost of any modified parts, while GM will cover standard services and repairs that would be done on a typical Spark.

'Best of both worlds'

"It really is the best of both worlds, because you have Roush working directly with a Chevy store on how to service the unique, outfitted components, and the same store can do the rest of the service for the car," Baker said. "So, it's a very convenient thing for the franchise, as well."

About two-thirds of Domino’s business comes from deliveries, the company said. It delivers roughly 400 million pizzas each year.

Baker said the Spark was chosen as the base vehicle because it came closest to the design of the winning Local Motors concept.

"GM did a good job (with the Spark), and we didn't want to mess with the high-test, high-cost components because they were solidly built," Baker said.

Weiner said Domino's will monitor the cars over the next several months, gathering feedback from drivers, franchises and customers on the car's effectiveness.

"The thought is if it does what we think it's going to, because the price is... kind of in-line (with a standard Spark), then if the supporting information is there, then we'd like to come back with another round," Weiner said. "But we'd probably need another six months to figure that out."

One for every franchise?

Weiner said he hopes each franchise in the long-run has its own DXP.

"This is not a gimmick," he said. "This is not the Oscar Mayer Weinermobile."

The DXP comes with the Spark's standard safety equipment, with the exception of a driver's side rear airbag that was deactivated because of the heating oven.

"It's a fully qualified road vehicle at any speed," Baker said.

DXP features:

• A warming oven accessible on the driver's side exterior via key fob. The oven is illuminated via red LED lights, heats up to 140 degrees and can hold four pizzas.
• The interior of the car was gutted to remove every seat except for the driver's. In its place are front and rear storage areas that can hold up to 80 pizzas.
• A puddle light projects the Domino's logo on the ground.
• In place of the Chevrolet logo on the grill is the name "Domino's" in chrome. In addition, the Domino's logo is seen on the illuminated car topper and on the hubcaps, and the car and is painted in the company's red, white and blue colors.