Dominos invented a stabilization method to deliver your pizza intact. I guess we can file this case study under "innovative inventions."
It reminds me of that oft-told (and false ) story about how the US spent millions of dollars to invent a pen that would write in zero gravity and the Russians just used a pencil. I guess for Dominos they could hire delivery people who had cars but that would be too Occam's Razor.
I am all for innovation, especially when said innovation solves problems. Believe me. My question with this kind of tangential advertising though is this-- unless a consumer watches a case study (not likely) or sees some other form of communication announcing the fact you have created this innovation, how do they know it has even occurred?