Domino’s Pizza launch the ‘Domino’s Delivery Point’. Coinciding with the introduction week for students starting at Amsterdam’s universities, the new Domino’s Delivery Point was placed in Amsterdam’s Vondelpark. The delivery points let consumers know that pizza delivery is possible without the need for a fixed address. Resembling a free-standing front door (complete with bell), the delivery points were strategically placed so people relaxing in the park were informed of an alternative to home delivery. The delivery point also made an appearance at the beach, alerting sunbathers to the possibility of the flexible delivery option.

The delivery points became a PR-magnet and a generated excellent Polaroid moments. Every single time the door was placed at a location, orders went through the roof increasing sales by 30% per day. With a record breaking sell of 80 pizzas in just 45 minutes.