Domino’s Introduces e-Bike Delivery to Compete With GrubHub and UberEats

By Bhupinder Kour
2. min read
Last update on: May 10, 2021

Domino’s has announced that they are launching a new delivery option – e-Bikes.

The famous pizza joint has partnered with Rad Power Bikes to deliver pizza via e-Bikes, which are designed specially to deliver enhanced experience to both users and drivers. 

The bike is made with reflective materials, equipped with front and back side lights, and can run for 25-40 miles with a single charge which makes drivers’ journey short and safe. 

it is customized to hold upto 12 large pizzas, drinks and other items efficiently. Meaning, users need not compromise on their order just because it is coming on an e-Bike, and not traditional vehicles. 

This e-Bike delivery program has come up  as a golden ticket for those who were not able to join Domino’s due to lack of car license, in addition to being a boon for Domino’s users residing in hilly areas, who were earlier not able to enjoy the perks of on-demand pizza delivery

“While delivery on a traditional bike solved many of our traffic and parking issues, the hills in Seattle were tough on even our best cyclists,” Greg Keller, Seattle Domino’s franchisee said,“E-bikes were a game-changer for us, and we’ve been delivering with them for three years now. We have been able to save money, provide better service, increase hiring and maintain a happy workforce.”

While e-Bike delivery option seems like a  new addition in the Domino’s ecosystem, it is not a standalone event where the brand showed its focus on improving its services and delivery system. 

Domino’s earlier partnered with Ford to introduce robot and autonomous vehicle delivery system seeing that it is one of the major tech trends for 2020. It launched a new pilot for autonomous vehicle pizza delivery in Houston by partnering with Nuro and is in fact, in plans to initiate better services using Nuro’s R2 electric test car.

The brand also initiated the idea of building new stores in existing markets to lower down the delivery time. Also, it integrated GPS tracking to their delivery system to serve users with an option to get pizza delivered to their location while commuting from one place to another.

But, what is the reason behind this slew of innovations? It has been found that the announcement of e-Bike delivery and other such innovations are part of a long-term strategy to beat UberEats, DoorDash, and GrubHub in the market.

These On-demand food delivery market leaders, unlike Dominos, have more food items to serve users with. So, in order to remain in the competition and ensure that their target users remain hooked to their brand, Domino’s will have to work  on enhancing its services and delivery options, especially in a competitive market like the USA. 

The e-Bike pizza delivery service will hit the food-delivery market in Miami, Baltimore, Houston, and Salt Lake City by the end of this year. However, it is expected to extend to many more cities in the coming years, and give a new turn to the On-demand food delivery market.

Bhupinder Kour
Bhupinder Kour
Content Writer
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