UK’s first skateboard pizza delivery trialled at new Domino’s store in Birmingham

Special edition ‘Domi-decks’ to be auctioned for Teenage Cancer Trust


Domino’s, the nation’s favourite pizza brand, has today announced delivery by skateboard in celebration of its latest new store in Birmingham, Erdington.  Following extraordinary deliveries to a bus and a train, and even by canoe, the ‘Domi-deck’ is being trialled with local residents, who can now order freshly handmade pizza to their door ‘wheely fast’.


To mark the occasion, the pizza-maker has commissioned the design of a special set of branded wheels, in tribute to the Birmingham’s toolmakers, who invented the world’s first skateboards back in 1877, something which still rings true today, with the city having been a big player on the skate scene ever since.


The new limited-edition triptych of ‘Domi-decks’ was created by local Birmingham illustrator, Jonny Costello, the artist who co-created Ed Sheeran’s most recent album cover.  Costello drew on local landmarks including the Selfridges building and the city’s infamous Spaghetti Junction for his design inspiration, which he reimagined and recreated using the brand’s trademark red and blue.


To test drive the new wheels, Domino’s invited pro-skater, and local Brummie, Kris Vile of “Vans’ Europe Roll with us tour” fame, into the Erdington store.  Kris donned a shirt to become an honorary team member, and taught store colleagues a few cheeky tricks as well as surprising residents with freshly made pizzas deliveries by board.  During the trial, Viles’ skateboard prowess allowed him take several canal-side short cuts, shaving two minutes off the average scooter delivery time to residents off the Gas Street Basin.


Following the launch trial, the wheels, will be auctioned off to pizza super-fans, with all proceeds donated to Domino’s official charity partner, the Teenage Cancer Trust, which provides specialist nursing and emotional support for young people aged 13-24, with cancer.  To get involved in this appeal, supporters simply have to log onto Givergy, from midday on Thursday, 3 May, until 9pm on Thursday, 17 May, to place a bid.  Plus, the company has also pledged to match-fund the highest bidders, as part of its commitment to raise £2m for the charity.


The Erdington store has created 25 new jobs for locals and will see Domino’s invest £250,000 to the area, giving the community a welcome employment boost.  In the last year, over 1.6 million pizzas have been freshly handmade and delivered in the city with Original Cheese & Tomato and Pepperoni Passion the most popular choices for Brummies.


Wassem Akhtar, Area Manager at Domino’s Erdington, says: “Skateboarding is a massive part of Birmingham’s culture and a speedy way to travel across the city, making it the perfect way to deliver fresh pizza!  We’re excited to be here in Erdington and proud to be raising money for Teenage Cancer Trust, by auctioning the ‘Domi-decks’ on Givergy”.


Designer Jonny Costello comments: The boards are the ultimate celebration of the city; its culture and history - and what better use than to feed hungry skate-loving Brummies with piping hot Domino’s!”


Watch a video of the first official Domino’s delivery by skateboard here:



For those who are unable to bid on the auction but still want to support Teenage Cancer Trust’s great work with a donation, please text DOMINO to 70500 to donate £5 or visit their website: www.teenagecancertrust.org.


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For further info contact the Domino’s team at The Academy on 020 7100 7100 or dominos@theacademypr.com


About the Givergy Auction

The auction will run from midday on Thursday 3 May – 9pm Thursday 17 May. The starting bid per board is £100.


About Domino’s Pizza Group 

Domino's Pizza Group plc is the UK’s leading pizza brand and a major player in the Irish market. We hold the master franchise agreement to own, operate and franchise Domino’s stores in the UK, the Republic of Ireland, Switzerland, Luxembourg and Liechtenstein. In addition, we have a controlling stake in the holders of the Domino’s master franchise agreements in Iceland, Norway and Sweden, as well as an associate investment in Germany. As at 31 December 2017, we had 1,192 stores across six markets, including 1,045 stores in the UK.


About Teenage Cancer Trust

Teenage Cancer Trust is the only UK charity that provides the specialised nursing and emotional support that young people with cancer aged 13-24 so desperately need.  Our world-leading nursing care helps young people and their families deal with the many ways cancer affects your body, mind and life.  We bring young people together to support each other so they feel less scared and alone. Our Education and Awareness programme helps students in schools across the country to make positive decisions about their health, and we influence the Government and policy makers to improve services for young people with cancer.  Every young person with cancer should have access to this kind of care, but we simply do not have enough nurses. Right now, we can only reach half of those who need us, so we need the help of our supporters to fund more world-leading nursing care.  Find out how you can get involved at www.teenagecancertrust.org.


Donation T&Cs

“Teenage Cancer Trust will receive 100% of your donation whether you bid on the auction or send a separate text donation. Texts will be charged at £5 plus one standard network message. Always ask the bill payer’s permission. We will text you once to say thank you, then a second time to ask if you’d like to hear more from us.  We won’t contact you again if you don’t reply to the second text.  For full terms & conditions, please visit teenagecancertrust.org/text”.  The responses people will receive when sending the text are:


First reply message: 

·         Thank you so much for your kind £5 donation to Teenage Cancer Trust. Your support really means a lot to us

Second reply message: 

·         FreeMsg: Teenage Cancer Trust would love to keep you updated on our work and let you know other ways you can support us. Reply YES to hear from us again by SMS


About the Birmingham skateboard wheel creators

Skateboard wheels were invented by Birmingham toolmakers William Brown and Joseph Henry Hughes in the 19th century. In 1877 their ball bearing wheel design, which reduced friction and created faster and smoother motion, was patented.