"Did Domino's reinvent the phone call? Voice ordering is called a phone call. "Are you serious?" the critic said after watching a Domino's commercial for the app. One customer took to YouTube to publicly criticize Dom. He may have been exaggerating about it being the coolest.īut, again, it was an innovation that made headlines.By the end of the year, Domino's offered yet another technological advance: Dom, the company's Siri-like order-taking voice aimed at making online ordering a more conversational experience and putting the company in the company of tech innovators like Apple.Īnd again, not everyone was buying into the pizza company's tech revolution. Then, the next year, Domino's created an app that let you order - and pay - from your Ford vehicle.Īt the time, Domino's president and CEO said, it was "one of the coolest in a long list of recent technology innovations for Domino's," and added that about 40% of its sales were generated by online orders. Domino's officials said they hoped the behind-the-scenes show would be entertaining to watch.īut, the video made headlines and gave the company a chance to tout its commitment to technology. There was just video, no audio, and it was only in one store in Salt Lake City. It called the feature "Domino's Live." It was not quite reality TV. In 2013, Domino's put a camera in a kitchen and live-streamed it. "There was a lot of pushback across the board from a lot of folks," Maloney said. Over the years, it rolled out all sorts of innovations.Īt first, there was skepticism - and even some ridicule. 1 question I always had: Where is my pizza?" More online orderingĪ decade ago, Domino's started its digital transformation with its Pizza Tracker, a system to track pizzas on their way to their destination. What I love most about their app is it answered the No. I don't think any of this would work if their product was disgusting. "If I can just send a pizza emoji, I don't have to think a lot," she said. Khalil - who said she loves Domino's pizza but is now trying to eat healthier - added the company caters to a quick fix. "They understand people's desire to have things when they want it, how they want it - and get it through the channels they use. "Oh totally!" said Laura Khalil, 37, of Detroit, who has used the iPhone app. Not only has Domino's managed to bring in more than 60% of its business through digital channels, it convinced a generation of pizza lovers - many of them so-called digital natives - that the company really does get them. The ability to order on just about any digital device and platform.A Siri-like voice recognition system, nicknamed Dom.An app to track a pizza is while en route to you.One question that retail analysts are asking, though, is whether this is part of an effort to eliminate jobs. "That was one of the big aha moments that caused a lot of conversation within the company."
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"We used to be a pizza company that sells online and we needed to become an e-commerce company that sells pizza," Dennis Maloney, Domino's chief digital officer, said last Tuesday in an interview with the Free Press. Why, the skeptics asked, do you need a digital voice-recognition app on your phone to order a pizza, when you can just call and speak to an actual person?īut now, as Domino’s claims the title of largest pizza chain by global revenue - edging out its longtime rival Pizza Hut - the Ann Arbor-based company's relentless pursuit of digital technology appears to be quite prescient.Īnd it's working on automated pizza delivery with drones and driverless cars.
Domino’s Pizza spent a good part of the last decade chasing what seemed like every digital doodad to deliver pizza - sometimes to the scorn of observers who pointed out that the business was, after all, popping topping-covered dough in an oven and delivering it.
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