Domino’s taps smart tech to avoid pizza disappointment

Pizza chain looks to artificial intelligence to fix top customer complaint

Domino’s has launched a new artificial inteligence-powered tool that scans, checks and grades every pizza before it goes out the door to ensure it matches its picture in all Australian and New Zealand stores.

The new tool continues the pizza chain’s commitment to customer service technology after it added order tracking via Google Assistant earlier this year and pizza ordering through Amazon Alexa last year.

The new DOM Pizza Checker tool, positioned above the cut bench, captures an image of the pizza and grades it based on pizza type, correct toppings and even distribution using AI to compare the data captured with a large dataset of correct pizzas and make a real-time assessment.  

It can even reject pizzas that don’t meet the grade, which are then re-made. Pizza Checker was introduced after the company identified pizza quality and consistency as its most common customer complaint. It found customers most often complained  their pizzas did not look like the promised product and set out to address this with some high-tech help.

“We are forever on a journey of improvement and DOM Pizza Checker is a big part of that journey, giving our customers more transparency over their order and addressing our number one customer complaint; 'My pizza doesn’t look like it should'," Domino's Australia CEO, Nick Knight, said. “DOM Pizza Checker will address this concern by ensuring that only the highest quality pizzas go out the door, even in busy periods, eliminating inconsistency in product quality."

Domino’s previously launched augmented reality (AR) pizza ordering via The Pizza Chef last year, which is available through the QSR’s mobile app and taps into both Apple’s ARKit and Google’s ARCore AR development frameworks in order to understand the space around a user. As well as creating pizzas, AR links to the full menu, latest deals and order tracking using existing GPS Driver Tracker technology.

The company partnered with Dragontail Systems on DOM Pizza Checker, which has been two years in the making and Domino's plans to continue developing its AI pizza approver to give customers a sneak peak of their pizza before it leaves the bench.

“Later this year we will be releasing even more features, including the ability to provide customers with a real-time image of their pizza on the cut bench. As part of this process, they will also be notified if their pizza has failed our strong quality testing, resulting in a remake,” Knight said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in