Domino’s addresses number one complaint about its pizzas in latest campaign

Domino’s has introduced DOM Pizza Checker, a scanner designed to improve the quality and consistency of its pizza.

According to Domino’s CEO Nick Knight, DOM uses artificial intelligence to “recognise, analyse and grade pizzas based on pizza type, correct toppings and even distribution.”

In the new ad Domino’s admits that its number one complaint is ‘My pizza doesn’t look like it should’, which led to the creation of DOM.

The introduction of DOM Pizza Tracker comes two years after the brand admitted that it had paid too much attention to its customer service technology and needed to return its focus to the quality of its pizzas.

Domimo’s Australia CEO Nick Knight said in a statement: “For anyone who has ever been disappointed with their pizza for any reason – maybe there was hardly any pepperoni on it, or not enough cheese – rest assured, we have heard you, and we’re determined to make it right.

“That’s why we created DOM Pizza Checker, a smart scanner that sits above the cut bench and checks the quality of every pizza; working alongside our team members to help them make and bake pizzas to perfection every single time.”

According to Knight, if a pizza does not meet the company’s standards it will be made again.

“If the pizza meets our high standards it’s good to go and if it’s not made right, we’ll make it again – because we’re hungry to be better. This means our team members won’t lose focus on quality during busy periods and our customers can have greater confidence in our products,” Knight said.

Later this year customers will be able to follow a real-time image of the pizza being made, and will be notified if it has passed the DOM quality test.

DOM Pizza Checker was created by Domino’s long-standing technology partner Dragontail Solutions. It will be operating in all Australian and New Zealand stores effective immediately.


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