Domino’s Pizza Chef Lets Customers Design their Own Pizza by Using Augmented Reality
If you’ve ever been stuck for a choice and not sure what pizza to order chances are you’re not alone!
Domino’s announced there are billions of possible combinations, and to make things easier for customers they’ve released their Pizza Chef, which uses the latest in Augmented Reality (AR) technology to help customers create their ultimate, favorite pizzas.
With the demand for the global Augmented Reality (AR) market rising significantly, it’s not surprising Domino’s has worked hard to deliver this interactive, real-world experience for its customers.
The latest in the Company’s high-tech innovation, Domino’s Pizza Chef uses Augmented Reality to give customers a real-time experience to create their own pizza combination through the Domino’s app on their mobile device.
Domino’s Group Chief Digital and Technology Officer Michael Gillespie said Domino’s Pizza Chef utilizes Google’s and Apple’s augmented reality development frameworks to understand the space around users.
Using Google’s ARCore and Apple’s ARKit to provide stable, advanced awareness and an understanding of the real world around their customers, Domino’s Pizza Chef enables users to see their dream pizza steaming right in front of them and viewed from any angle.
Developed using the Unity cross-platform game engine, an engine more associated with gaming than mobile retail, the Pizza Chef offers a high quality of realism in its images as well as incorporates gamification elements to engage customers further.
Mr. Gillespie stated that innovations such as the Pizza Chef with AR are important as they help to continue to drive online sales, and with up to two million items sold online in one week, they know it is important for them to always be making the online ordering experience more seamless, rewarding and memorable for their customers.
“Innovations such as the Pizza Chef with Augmented Reality are important as they help us to continue to drive online sales, and with up to two million items sold online in one week, we know it’s important for us to always be making the online ordering experience more seamless, rewarding and memorable for our customers.”
Domino’s Group Chief Marketing Officer Allan Collins said customers were central to all product innovation and the starting point of the customer’s pizza meal was placing the order through the customer’s eyes.
“Users will be able to visually create their favourite pizza by dragging toppings onto a virtual pizza, selecting their preferred crust, sauce, cheese, and swirls, and see it being created first-hand.
“The development of the Pizza Chef gives customers the ultimate technology by creating a pizza just the way they like it.”
Making sure each ingredient shown reflects the weight they use in-store, means that the pizza a customer receives looks the same as the one they created, and that makes for a more satisfied customer.
Domino’s Australia CEO Nick Knight said the Company was changing the way people think about pizza by creating the world’s first augmented reality pizza chef.
“When we decided to create Pizza Chef with Augmented Reality we wanted to create a more enriching experience for our customers. One of the top priorities was to make the images as realistic as possible. We’ve also included a number of surprise and delight elements so that any pizza-making experience can be even more enjoyable. Think of funny characters, stickers, and pop-up surprises.”
“While it’s going to help customers choose between the billions of possible variations, it’s also going to be a lot of fun.”
As the demand for the global Augmented Reality (AR) market continues to rise, companies like Domino’s are working hard to find new, innovative ways of bringing customers into their stores and offering them something they can’t do anywhere else.
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