Dominio's "30 minutes or less" guarantee has become a legendary marketing strategy that has driven the company's growth and customer loyalty. However, behind this successful campaign lies a dark legacy of reckless driving that has cost people their lives.

The Birth of the 30-Minute Guarantee

In 1979, Domino's introduced its iconic "30 minutes or less" guarantee, promising customers that their pizzas would arrive within half an hour. This bold move drove astonishing growth in the 1980s, with the once-small chain skyrocketing to 5,000 stores before the end of the decade.

The Cost of Reckless Driving

However, as Domino's expanded its operations, so did the number of accidents caused by its delivery drivers. According to a 1993 lawsuit, the company's "30 minutes or less" guarantee had cost people their lives. In order to deliver pizzas on time, drivers drove recklessly and caused dozens of accidents – and over 20 fatalities.

The Domino's 30 Minutes or Less Lawsuit

A St. Louis woman won a $78 million verdict against Domino's in response to the reckless driving. This massive verdict forced the company to eliminate its "30 minutes or less" guarantee, but not before it had become an integral part of Domino's brand identity.

Domino's 30 Minutes or Less Guarantee: A Legacy of Reckless Driving

Despite the elimination of the original guarantee, Domino's has continued to market itself as the "30-minute pizza" company. This legacy of reckless driving continues to haunt the company, with critics arguing that it prioritizes speed over safety.

Domino's 30 Minutes or Less Guarantee in India

In India, Domino's is the only pizza brand that has geared all its processes to meet its famous 30-minute deadline. The company promises customers that their pizzas will arrive within half an hour, and if they don't, they get their pie for free (conditions apply).

The Breakdown of Domino's 30-Minute Pizza Home Delivery

According to Domino's, the process of delivering a pizza takes around 23 minutes. This includes 4 minutes from order to oven, 6 minutes in the oven, 5 minutes for cutting and packing, and 8 minutes for delivery. The company also has a buffer of 7 minutes to account for unforeseen circumstances.

Domino's "30 minutes or less" guarantee may have ended decades ago, but its legacy lives on. While the company has made efforts to improve its delivery processes and prioritize safety, the reckless driving of its past continues to haunt its brand identity.