Artificial Intelligence in Practice

13Domino's: Using Artificial Intelligence To Serve Up Hundreds Of Thousands Of Pizzas Every Day

Domino's Pizza is the largest pizza company in the world – it sold over 300,000 pizzas every day in 2017,¹ from 48,000 stores in 85 markets.

While cooking and delivering pizzas may not immediately seem like the most tech-driven business, Domino's has consistently ensured it is harnessing new technologies as they become available. Most noticeable until now has been its drive to allow customers to order pizzas from any platform – over 60% of its sales now come through digital channels² and you can order pizzas through smart TVs, Facebook, Twitter, Amazon Echo, smart watches and numerous other methods – including by simply sending a pizza emoji via SMS.

Data and analytics have long played a key part in Domino's marketing strategy, and it collects vast amounts of data to understand who is ordering its pizzas and how it can improve its service. Now it is embracing artificial intelligence (AI) to ensure a more consistent quality and build a speedier, more environmentally friendly delivery infrastructure.

What Problems Is Artificial Intelligence Helping To Solve?

In the fast food business, customers are fickle creatures. New options are regularly becoming available as habits and food fashions change, and if pizzas are cooked or delivered that do not meet their expectations in terms of consistency and quality, customers will become dissatisfied. This means they are likely to look to new ...