"Very early entry" with AR takes Domino's into uncharted food retail territory

With $1.6 billion in online sales worldwide representing almost two-thirds of its business, Domino's Pizza Enterprises (ASX: DMP) is upping the ante to make sure it stays at the vanguard of digital tech development.

The company is now around two months in since the launch of an augmented reality (AR) Pizza Chef for its ordering app in Australia and New Zealand, after a prototype garnered strong interest from customers.

The group's move into AR followed the introduction of artificial intelligence (AI) voice interaction ordering through the Alexa-enabled Amazon Echo service at the beginning of 2018.

Harnessing Apple's and Google's AR products as well as 3D rendering tool Unity, the Australia-based global group has brought its pizza bases, sauces and toppings to life on smartphones, kind of like a Pokémon GO for food with "a billion plus combinations".

The approach may seem like a mere novelty or even a gimmick to those outside the AR space, but it is worth noting that over the years Domino's has achieved many milestones with technologies that have since become commonplace.

"This is really a first in our industry - a very early entry into any retail space for AR" Read more

Matt Ogg - Business News Australia - 9 Jan 2019

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