Domino’s CEO pushes GPS Driver Technology at the centre of lawsuit in new ad campaign

Domino’s CEO Don Meij is fronting a new TV campaign pushing its GPS Driver Tracker technology which is at the centre of an ongoing court action.

The pizza chain is currently being sued by Precision Technology which claims the company breached a number of its patents with the technology which allows customers to follow the progress of their pizza delivery in real-time.

In the new ad Meij pushes the safety implications of the tracking technology, saying “that’s why we created the GPS Driver Tracker”.

In February the company got an injunction against filmmaker Phoebe Stuart-Carberry who made a 15-minute film looking at the case. It later dropped the injunction after watching the film.

Last week the company also released a three minute video introducing DRU – Domino’s Robotic Unit – in which it explains how it used technology from Australian startup Marathon Robotics to create a machine capable of delivering pizzas to people without a driver.

The three-minute video explains how the company came up with the idea and incubated it in its ‘D Lab’ space, building the machine before testing it in early March.

According to the voiceover: “It’s now a race against our competitors and against the clock, a race to be first in the food space with this revolutionary technology, a race where coming second is not an option.”


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