Creativity

Introducing DRU, Domino's Robotic Delivery Vehicle

Move Over DXP, This One Doesn't Need a Driver

By Ann-Christine Diaz. Published on Mar 18, 2016

Editor's Pick

Last Fall, Domino's in the U.S. introduced the DXP, its own branded "delivery expert" car that's also been appearing in the pizza company's recent spots. But its Australian counterpart is looking to do one better with the introduction of Domino's Robotic Unit, or DRU, for short, an autonomous delivery vehicle that won't even need a driver to bring pies to your plates.

Similar to the DXP, the four-wheeled rover has compartments designed to keep pizzas hot and drinks cold. It can navigate from restaurant to your door while avoiding obstacles along the way.

Domino's developed the robotic unit at its innovation studio D-Lab, using a base sourced from the military and technology from Aussie startup Marathon Robotics.

While the vehicle is still in beta and "won't be taking the streets tomorrow," the brands says "DRU is a big step forward in the work Domino's is doing in the future commercialization of this technology" and that "we are confident that one day soon he will be joining the Domino's family and delivering piping hot pizzas to your door."

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About

Credits

Date
Mar 18, 2016
Client:
Domino's

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