Just in time for summer, Domino’s UK has unveiled Domidog, a four-legged robot that delivers pizzas directly to beachgoers, and then stands guard to protect them from seagulls. Yes, really.
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Based on Boston Dynamics’ advanced robotic dog platform, Domidog is equipped with stereo cameras, 360° vision, sensors, and autonomous navigation capabilities. Its mission: navigate sandy terrain, weave through crowds, and deliver pizza orders to sunbathers on the beach.
But it doesn’t stop there. Once the delivery is complete, Domidog stays by the customer’s side to ward off opportunistic seagulls, a real and relatable problem for British beach lovers.
According to a survey commissioned by Domino’s, seagulls rank among the top ten most annoying things about British beach trips. One in three people has had their food snatched by a seagull, and nearly 60% said they’d love a hands-free way to protect their snacks.
Other common complaints included dirty toilets, overcrowding, and unleashed dogs, but food theft topped the list.
Enter Domidog: a quirky, tech-powered answer to a very specific (and very seasonal) problem.
Created by agency One Green Bean, the campaign leans into sci-fi humor with a self-aware tone and visual flair. It’s equal parts dystopian beach patrol and brand activation. The result? An eye-catching idea that blends functionality, fun, and cultural commentary, with just the right amount of absurdity.
Domino’s has long been known for experimenting with delivery tech, from drones to driverless scooters. But Domidog stands out by transforming an everyday annoyance into a conversation-worthy moment of branded entertainment.
