The impracticalities of this particular approach to delivering pizza are countless but as a publicity stunt, this is one of the better ones. Domino’s in the UK, working with T and Biscuits and helicam company AeroSight, created the DomiCopter, an 8-blade drone design to deliver pizza aerially.
In a video posted Monday, we see a couple of pizzas being flown a great distance to a home at which a person takes delivery. As one YouTube commenter points out, impracticalities are many not the least of which includes the fact you can’t get near these things to take delivery unless you want to risk serious injury.
This will also never happen in America as the Federal Aviation Administration expressly forbids unmanned aircraft from being used for commercial purposes. Not to mention a statement from Domino’s U.S. spokesman Tim McIntyre who said, “this has nothing to do with us in the U.S. and we have no plans to pursue this idea.”
While the American side of the brand is distancing itself, Domino’s UK is touting the offering in a press release and notes a Domino’s Flight Academy could be established if the service…ahem…takes off.
Are stunts like this that will never see reality beneficial to the brand? Does the publicity sell more pizza? Or does it just result in, “Oh wow, that’s cool!”
