The race for the perfect pizza just took a sharp turn toward technology.
As Domino’s continues on its mission to make its pies deliverable at every location, it now aims to make them deliverable from every device—including your car. Thanks to a partnership with Xevo, the pizza purveyor is now enabling drivers to order pizzas hands and phone-free. Though all the cheesy details have yet to be released, the technology is expected to come pre-loaded into the touchscreens of millions of cars later this year. Here’s how press for pizza could be the ultimate power move for the brand.
Domino’s has played a massive role in feeding the three C’s of digital delivery. Last year, for example, the restaurant pushed out Domino’s Delivery Hotspots, a forward-thinking tool that allows consumers to order pizza from over 150,000 outdoor locations, thus saving them from the sorrows of soggy pizza or unnecessary pitstops to pick up a pie before a day at the park. To ensure consumers still had Domino’s on the brain even while dining elsewhere, the restaurant rewarded them with free pies if they snapped photos of their pizzas and uploaded them to Domino’s mobile app.
Domino’s also persistently demonstrates determination to become ubiquitous despite hot competition. While other brands struggle to maintain visibility ahead of Yelp and Grubhub, the former charges ahead of both sites in searches for unbranded terms like “pizza” according to Gartner L2’s Digital IQ Index: Restaurants.
Perched atop the upper crust of brands in Gartner L2’s study, Domino’s latest move marks its boldest effort yet in becoming the prime pizza pick for a market of consumers in motion, as it satisfies a peak need for convenience and comfort whilst on the go. Time will tell how the technique pans out, but one way the new technology could really revolutionize delivery is if it can save customer location preferences (it already has an “Easy Order” option to select your favorite pie), eliminating the usual step to search for “restaurants near me”—traditionally crucial for brand discovery—altogether.