Innovation That Matters

Domino's delivers pizzas to doors on the beach & in the park

Food & Drink

Most people order pizzas when they’re at home or at work. Aiming to broaden those delivery horizons, Domino’s Pizza in the Netherlands recently placed white doors in the park and on the beach. Dubbed Domino’s Delivery Points, the doors prominently featured the company’s phone number, as well as doorbells for delivery people to ring. Dutch director of marketing André ten Wolde explained that as long as they’re within delivery range of a local Domino’s, customers can have a pizza delivered pretty much anywhere: at the beach, on a boat, in the park, etc. Targetting summer beach crowds and an influx of students in Amsterdam, the campaign—developed by creative agency Indie Amsterdam—draws on the power of showing instead of telling. Does your product or service have hidden benefits that you could demonstrate in an equally effective (and cost-effective) manner? (Related: Beach barbecue on call in CopenhagenBalloon-enabled pizza delivery in Paris.) Spotted by: Judy McRae



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