The corporate culture at Domino’s Pizza does not include sit back and wait. Domino’s understands that the consumer is dynamic not static and Domino’s wants to be dynamic as well according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
In order to drive incremental customer relevance Domino’s plans to make customized e-bikes available to U.S. franchisees this year as a delivery-vehicle option, in part because of the labor benefits and according to Johnson that’s getting a Two for One benefit for Domino’s. In addition to driving new electricity into the Domino’s brand.
According to Domino’s “the bikes feature a small electronic motor that helps a rider get up hills or take a break from pedaling. In tests, the bikes proved a particular benefit in high-traffic situations, since they can scoot around long lines of cars, and in areas where parking is a problem.”
The bikes can travel 25 to 40 miles between charges, depending on how much pedaling the rider chooses to do. The model that will be supplied to Domino’s under a deal with Rad Power Bikes, a leading manufacturer, will feature front and rear cargo areas that can hold up to 12 large pizzas, as well as drinks and other items from Domino’s menu. They have a cruising speed of up to 20 mph and are outfitted with lights for nighttime travel.
On a side note: the cost of the devices was not revealed; Rad Power markets its vehicles to consumers for about $1,500 each.
Tom Curtis, Domino's EVP of corporate operations stated "Domino's tested e-bikes in a number of corporate-owned stores across Houston, Miami and New York earlier this year, and those stores saw improvements in overall delivery and service,"
Curtis, indicated that an unexpected benefit was the e-bike’s appeal to potential hires. “The [test] stores were able to hire from a wider pool of candidates, including those who might not have a car or driver's license,” .. “Plus, stores that were already delivering with traditional bikes saw improved team member satisfaction with e-bikes."
At the unit level there were incremental benefits as employees who ride e-bikes are not required to buy insurance, as car drivers are. Domino’s, noted that e-bikes aren’t widely used by domestic franchised units, but are common in overseas markets. How are you driving new electricity?
So, is your brand looking a customer ahead? Are you looking to grow business like you did yesterday or do you want tomorrow customers? Just where is your brand headed? Are you building a larger share of stomach or a larger share of Top of Mind or both?
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, plant based foods, sampling, toy’s, beer, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.
All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different. Does your retail path forward look more like yesterday than tomorrow? Why?
Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue you need to propel your continued success.
Battle for share of Stomach