Domino’s launches augmented reality pizza chef

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Domino’s has released a pizza chef app, which uses the latest in augmented reality technology to help customers create their ultimate, favourite pizzas.

The latest in the company’s technology innovation, gives 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 the company’s new Pizza Chef uses Google’s and Apple’s augmented reality development frameworks to understand the space around users.

“Google’s ARCore and Apple’s ARKit use the phone’s camera to provide stable, advanced spatial awareness and an understanding of the real world around our customers. Enabling them to see their dream pizza steaming right in front of them and viewed from any angle,” said Gillespie.

READ: Domino’s Pizza CEO’s pay packet tops a list of record-breaking earners in Australia

The New Pizza Chef will be available on the existing Domino’s iPhone and android app which means not only can customers create their own pizzas, they still have the ability to access the full Domino’s menu, latest deals and track their order through GPS driver tracker technology.

“Developed using the Unity cross-platform game engine, an engine more associated with gaming than mobile retail, the new Pizza Chef offers a high quality of realism in its images as well as incorporating gamification elements to further engage customers,” said Gillespie.

Innovations such as this are important as they help Domino’s to continue to drive online sales and make the online ordering experience more seamless, he said.

Domino’s Group chief marketing officer Allan Collins said the starting point of the customer’s pizza meal was the placing of 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 new Pizza Chef gives customers the ultimate technology by creating a pizza just the way they like it,” he said.

“Making sure each ingredient shown reflects the weight we 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,” said Collins.