Domino’s Tech Innovation Wins Domino’s Top Prize at 2020 Retailer Awards
A focus on improving customer experience through DOM Pizza Checker technology has won Domino’s Pizza Enterprises Ltd (Domino’s) Customer Experience of the Year at this year’s Retail Awards.
DOM Pizza Checker is world-first technology that uses a smart scanner that sits above the cut bench to check the quality of every single pizza before it goes out the door – working alongside our team members to help them make and bake pizzas to perfection every single time.
The technology can recognise, analyse and grade pizzas based on pizza type, correct toppings and distribution. It does this by capturing an image of the pizza and using artificial intelligence to compare this data with a large dataset of correct pizzas, making a quick assessment. Customers are then sent a real-time image of their pizza via the live Pizza Tracker page and are notified whether their pizza has passed our strong quality test or is being remade by the store.
Domino’s Chief Digital and Technology Officer Michael Gillespie said it was gratifying to have the company’s focus on customer experience recognised in this way.
“Customer-centric technology has always been a focus for Domino’s. The more seamless and enjoyable the experience, the happier and more loyal our customers will be.”
“Since DOM Pizza Checker was launched in May 2019 it has improved product quality and consistency throughout all Domino’s stores in Australia and New Zealand, tackling one of our most common customer complaints; ‘My pizza doesn’t look like it should!”
The addition of DOM Pizza Checker now allows customers to have complete visibility over their meal from the moment an order is placed – everything from where it is in the making process, to whether it has passed a quality test, what it looks like fresh out of the oven and when it will be delivered.
“Letting the customer into the creation process adds buy-in and increases quality. Good amplification in the media,” said judge Jerry Macey, national manager of retail industry at Commonwealth Bank.
Judge Jon Bird, CEO from VLMY&R for Australia and New Zealand added: “Industry-changing technology that puts the focus on customer experience and transparency.”
Domino’s also won the category for online customer service initiative of the year for Pizza Chef with Augmented Reality. This allows customers to create their favourite pizza and experience it in their own space on their mobile device. Customers can choose from all of Domino’s mouth-watering toppings to create billions of possible combinations and see what their pizza would look like in real-life, all before placing their order.