Nov. 28, 2016 | by S.A. Whitehead

Domino's  — never one to shy away from a delivery challenge — has opted to go "old school" for its latest delivery dilemma work-around in the snowy northernmost part of Japan, Hokkaido. The chain is dispatching antlered delivery drivers this holiday season in the area to become what is quite likely to be the first pizza deliveries by reindeer. 

According to a Domino's Japan news release, the chain is working with reindeer breeders in the area at the Hokkaido Delivery Integrated Research Center to train Dasher and Donner to deliver pizza, with a a full-scale rollout of the new, but retro delivery vehicles in December. 

The chain said the reindeer will be tracked in real-time by a "GPS driver tracker," particularly since meteorologists have said this will be a particularly severe winter in this part of Japan. Forecasts call for extremely heavy snowfall and plummeting temperatures, which we're fairly sure reindeer would laugh at if reindeer could laugh. 

The chain has said its digital orders have skyrocketed in the area, so they turned to the reindeer to save the day, much like St. Nick apparently did according to the storybooks. No information was provided about the possibility of these particular reindeer being capable of taking flight for their deliveries, but the chain's Japanese arm has said it is taking every precaution to ensure the welfare of its delivery reindeer on their snowy treks to hungry customers. For instance, the chain has said that it has worked with experts to determine the exact maximum load a reindeer can carry and how long the furry little steeds can carry such weights. 

Topics: Business Strategy and Profitability

S.A. Whitehead / Award-winning veteran print and broadcast journalist, Shelly Whitehead, has spent most of the last 30 years reporting for TV and newspapers, including the former Kentucky and Cincinnati Post and a number of network news affiliates nationally. She brings her cumulative experience as a multimedia storyteller and video producer to the web-based pages of and after a lifelong “love affair” with reporting the stories behind the businesses that make our world go ‘round. Ms. Whitehead is driven to find and share news of the many professional passions people take to work with them every day in the pizza and quick-service restaurant industry. She is particularly interested in the growing role of sustainable agriculture and nutrition in food service worldwide and is always ready to move on great story ideas and news tips.

Saladworks CEO reveals brand's 5-step come-back strategy

Saladworks was facing bankruptcy in 2015, when Centre Lane Partners bought it for nearly $17 million. Since then, CEO Patrick Sugrue has been working to breathe new life into the 30-year-old brand. "You have to be able to fail fast...

C-Speak: Intelligent marketing starts with data

An analytics expert discusses why the old marketing playbook no longer works. Brands must understand who customers are in order to bring them back.

Sponsored by: Fishbowl

BuzzFeed exec schools restaurateurs on mastering customer engagement

Jennifer Klawin, SVP, brand strategy, West Coast for BuzzFeed, shared social media tips with restaurateurs.

Cousins Subs VP lays out growth plans

Jason Valentine,  VP of Operations of Cousins Subs, chats about cultivating franchise relationships, employee engagement, the brand's new look and food safety challenges.

Why Restaurant Franchising & Innovation Summit is taking on London

Restaurant franchises hoping to grow in the UK must embrace innovation and technology.

C-Speak: Is your audit program helping you attract customers?

Watch this video interview with a foodservice expert to learn why so many audit programs fail and what brands should know when searching for, designing and implementing their own plans.

Sponsored by: The Steritech Group

Focus Brands president: 'Restaurant business is complicated'

The president of Focus Brands sums up his views on the state of the restaurant industry.

Fast Casual Exec Summit attendees learn that success isn't just about food, it's about the people

The Fast Casual Executive Summit 2016 brought together hundreds of c-level executives to learn from one another in Dana Point, California.

19 quarters and counting: How Captain D's keeps increasing sales

Listening, according to the brand's head chef, Jason Henderson, has been key to the chain's re-emergence as a growing force in the restaurant industry.

Technology helping Rise to raise profile

Rise Biscuits Donuts director of technology discusses how the chain's use of technology is helping the brand expand.

Wendy's pledges to 'lettuce' eat healthfully

Wendy's is plunging into the food safety issue "head" first with its new Profiles in Quality video-based campaign.

Video: Retailers dive into technology at Interactive Customer Experience Summit

The Interactive Customer Experience (ICX) Summit featured almost three days of education, networking and tours.

Related Content

Latest Content

Get the latest news & insights