Domino's is so sure it can get your pizza out to the car in less than two minutes that it wants you to bet on it. The pizza chain is teaming up with DraftKings for the effort and running a new ad campaign to introduce the Carside Delivery 2-Minute Guarantee.
The idea for the guarantee is simple: Consumers can check in and get the status of their order when they pull into the delivery zone. Once the order is ready, the countdown commences. If the crew fails to get the pizza to people in that time frame, they get a free pizza.
More intriguing, however, is the Carside Delivery 2-Minute Guarantee Over/Under Challenge. Customers can also go to DraftKings' website and take the free bet, which gives them the chance to predict if Domino's Carside Delivery nationwide will be quicker than two minutes, more or less than 80% of the time, for the opportunity to win a share of $200,000.
The Ann Arbor, Michigan-based pizza kingpin has made plenty of delivery guarantees over the years, but this is the first time it tapped a gambling company and used a betting pool.
"We want to make every delivery to customers' cars an easy and fast experience, and if we don't, we're going to make it right," says Art D'Elia, Domino's executive vice president and chief marketing officer, in its announcement.
"As a company that prides itself on transparency, and to show how much we believe in our franchisees and stores across the country, we're giving customers the opportunity to predict how we'll do and have a little fun, for free!"
The new effort comes as many restaurant companies struggle to make curbside pickup more pleasant and less generic.
Domino's introduced Domino's Carside Delivery last June. Consumers love it "if they have kids, the weather is bad or if they simply don't want to get out of their car," says a Domino's spokesperson.
Ads for the challenge are from Work In Progress, the Boulder, Colorado-based ad agency. They feature a series of obstacles that might slow that pizza down, including bad weather, stampeding zebras and ostriches, and a pair of irritable bears.
“The animals in the spot are a mix of ones we filmed live and ones that were edited in post-production,” the spokesperson tells QSR Land. “The macaws, zebras, ostriches, and monkeys were filmed on set, while the elephants, giraffes, and bears were added in.”