Domino's: From Pizza Delivery to Sci-Fi Stunt
How the Brand Mastered the Art of Ridiculously Epic Delivery
Domino’s has always been in the business of delivery — but now, they’re taking it to another dimension. In Scotland’s infamous Loch Ness, the brand unveiled a two-person submarine shaped like a dolphin, called the Seabreacher X. Capable of speeds up to 72 km/h, this “sea monster” delivered pizzas across the loch in a scene straight out of a spy movie.
But this wasn’t a one-off. Domino’s has a history of outrageous delivery experiments that blur the line between logistics and spectacle. They’ve tested jet suits for airborne deliveries, deployed a semi-aquatic Domidog on beaches, and experimented with drones and snowmobiles. By transforming a mundane service into a moment of wonder, Domino’s isn’t just selling pizza — it’s selling the thrill of delivery itself.
Why this strategy?
Brand Reinvention
Domino’s has repositioned itself as a tech-driven innovator. These futuristic stunts evolve the brand from a neighborhood pizza chain into a quirky explorer pushing the limits of delivery.Earned Media on Steroids
A dolphin-shaped submarine delivering pizza is clickbait in its purest form. The expense of a few theatrical deliveries is nothing compared to the tidal wave of free press and viral reach that follows.Selling an Experience, Not Just a Product
Each campaign turns a simple order into entertainment. It reframes a routine dinner decision as a mini adventure, where convenience meets curiosity.The Brand as Storyteller
Every delivery stunt adds a chapter to Domino’s mythology — a saga of a company obsessed with the impossible. Together, they weave a brand narrative that’s larger-than-life, where imagination drives every order.
My comment
At this point, I’m not even sure Domino’s cares about pizza anymore — and that’s kind of the genius. With the Domidog and the Seabreacher, I just want to know what they’ll dream up next. It’s like Red Bull, where you forget they sell energy drinks because their brand is pure adrenaline.
Honestly, if Domino’s announced time-travel delivery, I’d probably believe them — and maybe even place an order just to see it happen.
