Domino’s will start using custom electric bikes for pizza delivery through a partnership with Rad Power Bikes, as it aims to become more competitive with on-demand apps like DoorDash, GrubHub and UberEats.
Hundreds of e-bikes will be deployed across corporate-owned stores later this year in Baltimore, Houston, Miami and Salt Lake City, the company said Tuesday.
The e-bike announcement comes as Domino’s, which specializes in pizza, faces increasing competition from on-demand delivery apps like UberEats that offer customers far more choice. Domino’s could never offer enough menu options to compete with DoorDash or UberEats, but it can compete on service and delivery times.
The e-bikes are part of that plan. The company has also partnered with companies like Ford to test pizza delivery using autonomous vehicles. Earlier this summer, it launched a new pilot for self-driving pizza delivery in Houston in partnership with Nuro. Domino’s will use Nuro’s R2 vehicle, its second-generation autonomous electric test car, which will go into service later this year.
The e-bikes supplied by Rad Power Bikes are equipped with small integrated motors to assist with pedaling, and can run for 25 to 40 miles, depending on the user, before needing a recharge, according to the company. The bikes are equipped with lights in the front and back, reflective materials for driver safety and have a top assisted speed of 20 miles per hour.
Importantly, the e-bikes have been customized to hold pizza, drinks and sides. One e-bike can hold up to 12 large pizzas.
The company tested the e-bikes and discovered that service and delivery times improved, Tom Curtis, Domino’s executive vice president of corporate operations, said in the announcement. The e-bikes also opened up the labor pool for the company, allowing it to tap into candidates who might not have a car or driver’s license.
Some franchisee owners were already using e-bikes and found they are essential in hilly urban areas.
“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 in a press release announcing the e-bike program. “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.”