While environmental and maintenance cost considerations influenced the decision, Dally operations director Wade Ross said marketing was a major factor behind the move as EVs help increase Domino’s presence in neighborhoods and attract new drivers. The wrapping stands out from the personal cars pizza delivery drivers typically use.
“There are a lot of different driver jobs out there with DoorDash, Uber Eats,” Ross said. “So, attracting good, qualified drivers has been difficult, and offering a company vehicle is a huge benefit that can attract drivers.”
Previously, Dally required drivers to use their personal vehicles. It reimbursed for maintenance at a rate set by federal guidelines per mile driven daily. Now the stores can provide an alternative; drivers don’t have to worry about wear and tear, Ross said. “Everything is paid for in a sense by the company.”
Domino’s faces stiff competition for drivers from delivery and ride-hailing services. Rising inflation has seen many Americans take up food or grocery delivery through services such as Instacart, DoorDash, and Uber Eats as a way to earn extra cash, according to a recent survey by LendingTree, an online financial services marketplace. At the same time, upsurges in gasoline prices have put pressure on driver wages and resulted in intermittent driver shortages.
More visibility has also meant a unique opportunity to gain loyalty through more customer interactions and questions. With driver wages so dependent on tipping, this has been critical, Ross said.
“Face-to-face interaction with customers and talking about our cars, brings more of a positive atmosphere,” he said. “It’s bringing in more customers, repeat customers and giving us an opportunity to sell our brand.”