From pizza to feet. It is the journey that the material of the Domino’s home delivery bags has taken in the United Kingdom. In one of its latest communication initiatives, the brand has created thermal boots designed, supposedly, to keep consumers warm during this winter, which is being especially harsh in Europe compared to previous ones.
A few days ago, the pizza chain presented extra-large “heat boots” with thermal retention, a fun shoe made with the same insulation technology that it has used for decades to keep its pizzas warm in the delivery service. With this movement, the brand approaches fashion by proposing a new application to the material.
The boots, which have been shown with a short video published on the brand’s social networks, are presented in Domino’s corporate colors, such that one is red and the other blue. In addition, they include the shape of a slice of pizza on the sole and exterior pockets to carry some of the sauces and condiments that are part of the chain’s menu.
The boots, however, are, at least for now, a mere marketing exercise, since the company has not indicated that they are available for purchase nor has it specified the units it has created. Thus, it is limited to a communication action contextualized in the cold wave that swept through the United Kingdom a few days ago.
The initiative takes up the baton of a suit that the company presented in January 2024 and called “Heat suit”. That one was also made with thermal materials, came in the brand’s colors and included the Domino’s logo and different pockets.
“We pride ourselves on delivering piping hot pizzas, and that wouldn’t be possible without our Hot Bag technology.“, commented Izzy Gardener, Consumer Public Relations Manager at Domino’s United Kingdom, according to Design Taxi. “TAfter testing this innovation with the Heat Suit, we decided it was time to take the next step and put this same technology to the test.”.
The brand assures that it will analyze user reactions to the boots to study a possible expansion of the saga.
With this action, Domino’s highlights the material from which its packaging is made, conveying that its system allows the product to arrive hot from the store to the table of each consumer, and underlines its commitment to the consumer experience and quality service in home delivery.
