Bike Blinky | Scoop for Domino’s pizza delivery drivers in Enschede

31-10-2023

It’s getting dark early and for Domino’s delivery bikers, who do more than 80% of their delivery trips in the evening, it is even more important to be visible in traffic. Two Domino’s locations in Enschede are therefore starting a test with Bike Blinky: an innovative visibility solution developed by students. This interactive lighting system on the delivery jacket is in contact with the bicycle and makes delivery drivers even more visible to other road users when turning or hitting their brakes. The test period started on Saturday 28 October and will run throughout the winter months.

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Bike Blinky | Visibility of cyclists in the dark

Almost all cyclists (95%*) consider it dangerous to have no lights on in the dark. And although only 10% of all bicycle kilometres are travelled in the dark, as many as 20% of accidents take place in the dark. Good visibility in the dark is very important for road safety.

More than 80% of delivery trips in the dark

Domino’s orders are delivered on electric bikes as much as possible. This is safe and sustainable. Manon Stoutjesdijk, PR specialist at Domino’s Netherlands, says: “In the winter months, more than 80% of our delivery trips are made in the dark. It’s our highest priority that our delivery drivers feel safe and are clearly visible to other road users. We have already taken many measures to achieve this, but we are always looking for ways to improve. This is how we came into contact with the team behind Bike Blinky.

Innovative visibility solution

Blinky is a concept designed by five students at the University of Twente. It involves a unique lighting system attached to the pizza delivery driver’s jacket. Thus, in addition to the usual lighting on the front and back of the bike, the cyclist’s back surface is also clearly illuminated. With the help of a direction indicator on the bicycle, the delivery driver can indicate whether he/she is going left or right. Even when the delivery driver uses his or her brakes, this is visible on the back. This makes the cyclist more visible to other road users. Watch the video from Domino’s Pizza, the text continues below.

Extensive test for Bike Blinky

Domino’s is the first company in the Netherlands to test this unique concept. Manon Stoutjesdijk says: ”In the first week, we will mainly test the practical usability: does everything work as it should? Do minor adjustments need to be made? In the following period, the main focus will be on the experience of the deliverers: does the device help them to be even more visible in traffic? How do they experience their work in the winter months using this lighting system? How is their sense of safety? ”

Bike Blinky is a visibility solution that is being tested as an addition to the usual safety measures that Domino’s takes in traffic: the mandatory wearing of a bicycle helmet, following the rules of conduct of Veilig Verkeer Nederland and doing a mandatory online safety training. Bicycles should be in optimal condition and equipped with standard bicycle lights.

We have written about inspiration by Domino’s Pizza before.

Website: Domino's Pizza & Bike Blinky

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