Domino’s aims to make delivery easier by paving roads in local communities

Domino’s Pizza, a chain known for its delivery prowess, is aiming to save pizza, one pothole at a time, thanks to a new initiative called ‘Paving for Pizza.’

The pizza maker says that cracks, bumps, potholes and other road conditions can put good pizzas at risk after they leave the store, so Domino’s is hoping to help smooth the ride home for its pizzas. Starting today, Domino’s is asking customers to nominate their town for pothole repairs at the Paving for Pizza website. It’s a way to not only help communities in need of pothole fixes after a rough winter, but also furthers the brand’s stance as a leader in food delivery.

“Have you ever hit a pothole and instantly cringed? We know that feeling is heightened when you’re bringing home a carryout order from your local Domino’s store. We don’t want to lose any great-tasting pizza to a pothole, ruining a wonderful meal,” said Russell Weiner, president of Domino’s USA. “Domino’s cares too much about its customers and pizza to let that happen.”

Domino’s has already worked with four municipalities to help repair roads that directly affect their customers, including Bartonville, Texas; Milford, Delaware; Athens, Georgia and Burbank, California.

Customers interested in nominating their hometown for a paving grant from Domino’s can enter their zip code on the website. If their town is selected, the customer will be notified and the city will receive funds to help repair roads so pizzas make it home safely.

A video promo shows paving teams, with branded trucks, steamrollers and hardhats, filling in the treacherous potholes and making them safe for pizza delivery. The accompanying website also has, aside from a nomination form and carryout special, a 'pothole impact meter' with video to show what happens to a pizza from an in-box camera on varying road conditions. On a mild road, it glides right along, while on a moderate road, the toppings are jostled a bit. Crank it up to critical and the pizza takes some damage, while on a catastrophic road, you might just lose your cheese.

The campaign is courtesy of CP+B, which last year launched the Domino’s Carryout Insurance program that lets customers get a new pizza if theirs is damaged on the journey home.

Domino's: Paving for Pizza by CP+B

Added 11 June 2018
Agency: CP+B
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