The typical baby registry includes swaddling blankets, bibs, burp cloths and towering gift baskets constructed into three-tier cakes. But what new parents really want: six additional hours of sleep, "me" time, ready-made food.
Domino's launched its online baby registry, where friends and family can buy the droopy-eyed parents gift cards in the form of cleverly titled pizza packages, such as "Hormonal and Hangry" and "Sleeping Through the Night," as temporary antidotes for early parenthood woes.
Some call it parenting, others call it a wing and a prayer (and a pizza pie).
Partnering with Gugu Guru, a registry consulting service, Domino's will offer pizza-focused merch, starting Nov. 29, including: pepperoni pizza moccasins, "Slice, Slice, Baby" mugs, emoji pizza tumblers and matching t-shirt sets for baby and parent. Expecting parents can also purchase "Dadchelor Party" and "The Gender Reveal" pizza celebration packages, ranging in price from $20 to $50 per bundle.
The pizza delivery company's baby registry proceeds Domino's wedding registry, launched in February 2017, which offered gift items "for couples who prefer delicious melty cheese to crystal gravy boats," reads Domino's website. "Post-Honeymoon Adjustment to Real Life," "Thank You Card-a-thon" and "Married but Chill" offer cheesy dishes in celebration of nearly every facet of newlywed life, down to the wedding vows (in which case, opt for the "One More Slice" Before "I Do" package).
Wedding and baby registry platforms are just one slice of Domino's greater customer experience plan to innovate quick-service dining. Currently, customers can summon Domino's pizza pies through voice (Google Home, Amazon Echo), touch (Apple Watch), social media, (Facebook Messenger, Twitter) and pizza emoji.
Domino's plans to push an already-convenient pizza delivery system to autonomous extremes, which may render delivery drivers obsolete. Earlier in 2017, Domino's and Ford Motor Co. partnered up to test a self-driving vehicle fleet to deliver pizza. Customers in the Ann Arbor, Michigan, area could see a Ford Fusion Hybrid "dressed" in Domino's regalia pull up in their driveway or parking lot and find company researchers peeking from the back to watch the exchange between customer and car.
Domino's has more than 14,400 locations around the world and shows no signs of slowing down.