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Pizza delivery drones — 
trick or treat?

Recently, Ann Arbor, Michigan, based pizza giant Dominos made headlines and sent the pizza addicts in a frenzy when many viewed a one-minute clip on YouTube which depicted a novel and unique mode of pizza delivery — delivery by drones!

The video released and uploaded on YouTube by one of Dominos’ UK franchisee T+ Biscuits, shows a “DomiCopter” soar over trees, lakes, homes and greenfields to deliver pizzas against the traditional modes of delivery of cars or bikes. The clipping shows a Domino’s delivery person placing a pizza in Dominos trademark thermal delivery bag, fastening the same in the DomiCopter drone and then directing the drone using a remote control to be delivered to a hungry customer. The drone prototype is designed by UK drone specialist company Aerosight and is able to deliver two large pizzas in about 10 minutes within a four mile radius of the store.

The story hit headlines, appearing on websites such as CNNMoney and is believed to have attracted over one million hits over the past week.

The agency T + Biscuits which piloted the project said it is flooded with inquiries on when people may actually start getting pizzas delivered by drones. “You will have to just wait and see …. and then wait,” says the company on its website. Meanwhile, the company is also testing additional payload capacity in order to carry more pizzas, sides or soda bottles.

Chris Brandon, spokesman for Domino’s US business, said there are no plans to make deliveries by drones in the US. In the US, FAA rules ban the usage of drones for commercial purposes.

Whether the concept will be a reality some day is yet to be seen, however, it has generated immense interest, publicity and eyeballs for Dominos!

prashant.vadgaonkar@hotmail.com