(Source:http://www.adweek.com/files/imagecache/node-detail/news_article/sodo-runner-hed-2016.jpg)
What is Sodo?
Sodo is an ethical Pizza restaurant in the UK that delivers high quality pizza with the intention of limiting environmental impacts. Sodo claims to critique all aspects of its business through an ethical lens. For example it provides organically sourced ingredients, and lack of delivery options because of the emissions released. Sodo exists as a better alternative to unhealthy fast food. Sodo knows pizza is not nutritious or healthy, but through their efforts strive to satisfy a better craving.
Sodo launched a campaign to offer a one-day delivery service with a twist. To stay consistent with their values, the delivery system were people running! Sodo partnered with a local running crew and all pizza deliveries were run to customers. Customers can confirm the process by live streaming the run on Periscope. The popularity of the service resulted in selling out of pizza in 3 hours and will continue as a monthly event.
Why it worked
The service Sodo offered is novel and engaging. Having people run around the city delivering pizza and being able to live stream their journey is unique. Having people individually run pizzas is hardly the most efficient method for minimizing environmental impacts, but it is fun. The campaign targets both those with a sustainability mindset and those who seek unique opportunities. Other alternatives include biking, walking etc. Customers were engaged in the delivery process by being able to watch the runner and comment with short cuts. It certainly brings a new appreciation for having pizza delivered to the door.
How it fits into the big picture
As I mentioned above, this is hardly the most efficient manor but it communicates something much larger. People should care about the impacts they are having on their immediate ecosystems. The number of pizzas delivered at this event can equate the number of reduced vehicle trips. Customers who haven’t considered the environmental impact of delivering goods can move forward with an evolved consciousness.
Source: http://www.adweek.com/news/advertising-branding/ad-day-pizzeria-uses-periscope-tracked-delivery-runners-avoid-carbon-emissions-170004
This sure is a very interesting campaign. The few questions that comes to my mind immediately is the geographical area covered by this one-day delivery service, the number of runners that was involved in the delivery process, and how long in average the delivery took. I also have a concern of the pizza quality when it reaches the buyer since pizza cools down very fast, especially when being carried around in the wind. Nevertheless, it is an innovative way to gain public exposure for the store and create awareness for air emission issues. It would be interesting to know the follow-up events of the store to sustain its green image.
Sodo definitely came up with an out of the box idea. I was very skeptical until I saw the result – sold out within three hours! As you mentioned in your blog, the main objective for this project was not to reduce the environmental impact. This was a good way to stimulate the community and direct to think about the “impacts they are having on their ecosystems.” However, I wonder, on top of all these effects, what if Sodo did something to suggest a behavior change? For example, if they delivered the pizzas with bikes it would be more practical and realistic for the community to navigate around by biking (while still communicating the sustainable message to the neighbors). Nonetheless, I am really happy that even the smaller businesses are practicing sustainability – and proving that it works!
I was reading this new method of pizza delivery by Domino’s and related it back to your post! Wonder how sustainable this method is?
Article: http://globalnews.ca/news/2589113/because-its-2016-robots-will-soon-be-delivering-your-pizza/?sf22869935=1
Wow! This is such an interesting concept. It is definitely different, however I wonder whether it would be profitable, since the runners can not cover as large of a geographical area as cars and time might be an issue. However, like Joseph stated, seeing the result- sold out in three hours, convinced me! It is great to see, a idea to decrease the environmental impact, in such a drastic form is actually successful. I love the engaging and personal aspect to this organization. It not only helps the environment, but it also increases connections that are made between people, something that the technology advancement is eliminating. A company like this is showing the world that organizations that are sustainability aware can be successful! Thanks for the great post Shomas!