Domino's '30 minutes or less' (1985-1993)
Domino's Pizza promised delivery in 30 minutes or less nationwide, pushing drivers to speed to hit the target. After lawsuits over driver safety and public backlash, the company dropped the guarantee in 1993.
The guarantee ended after legal liability mounted; Domino's shifted to emphasizing quality over speed.
It remains a cautionary tale about speed promises and liability, one delivery executives still cite when discussing 30-minute targets.
Amazon Now's 30-minute promise carries the same operational and liability risks, compounded by alcohol delivery and that drivers are third-party contractors.
