It is estimated that a bicycle pizza delivery in the City of London will shave up to five minutes off delivery times and could save the store thousands of pounds a year in fuel and maintenance costs.
There are also health benefits for the delivery riders, not to mention the financial benefits to Pashley Cycles, one of Britain's last remaining bicycle manufacturers. Pashley has modified its Mailstar bikes to carry pizzas instead of post.
Andrew Mallow, operations director of Domino's Pizza said:
Getting hot pizza to customers safely and on time is what the Domino's Pizza business is all about. Congestion in London has always been a big challenge but we've seen how successful bicycles have been in New York and hope to replicate the scheme here in the UK.
The bicycle delivery scheme was trialled for two months in the City of London store over the Christmas period. It was deemed so successful that Domino's is encouraging its franchisees to introduce similar schemes UK-wide.
Amir Zarinabad, franchise owner of the City of London store, said: Our drivers love it because they have seen improvements in personal health and general well-being. Customer response to the scheme has also been positive. They certainly seem to appreciate the speed of delivery, which is much faster than by moped or car in heavy congestion.
Other fast-food delivery services in London which use bikes to be truly fast include Al Volo. This is an Italian caterer which has had a fleet of ten Kemper Lorris for two years.