Domino’s Pizza: A slice of the future!

Andrea Díaz Navarro
3 min readApr 19, 2021

People’s needs are continuously evolving, and industries must anticipate to create functional solutions. Even the food industry must keep up with the changes occurring in the market. This time, Domino’s went beyond and allied with the startup Nuro to present the new self-driving pizza delivery.

Figure 1. Nuro’s R2 for Dominos Self-Driving Pizza Delivery

Last week, Houston’s customers were able to receive their order without any human interaction. Nuro’s R2 is the first completely autonomous, occupantless on-road delivery vehicle with a regulatory approval by the U.S. Department of Transportation.

The dynamic pilot to experience the collaboration between Domino’s and Nuro worked as follows: First, the option was randomly available for customers who prepaid their order in the website from the participating Domino’s stores. Then, the customers received text alerts to track their order via GPS. Finally, when the R2 arrived to the destination, users got a unique PIN to be inputted on the bot’s touchscreen revealing the customer’s hot Domino’s order.

Definitely, R2 becomes even a more relevant innovative solution for the pandemic situation, considering that people craved Domino’s delicious pizza. The company needed to find the way to reach their clients under the new normality regulations. Additionally, they needed to take advantage of the openness from customers who are willing to try new food delivery methods aligned to the idea of decreasing the risk of catching the virus with the human contact.

Figure 2. Domino’s Pizza Pedestals

On the other hand, there is also another alternative proposed by the pizza’s company: pedestals. Domino’s Pizza Pedestals are single use barriers utilized during all contactless deliveries. They’re designed to elevate your order off the ground, making your contactless delivery safer. The pedestal allows for you to complete cash transactions, or in certain circumstances, sign your credit card receipt, while the delivery expert maintains a safe distance.

In my opinion, this has been a great solution to enhance the delivery experience by actively reflecting that Domino’s really cares about all their customers and employees. Small actions can really represent the difference for the clients. If they personally perceived these details, their preference and loyalty can consequently be more favorable.

These are two examples that the company has adopted in order to successfully maintain their competitive position in the market. Maybe their product is just a simple pizza, but their ability to adapt and innovate in different aspects has increased their chances to stay on the top among the competition. At the end of the day, it comes down on being agile enough to improve the customer satisfaction by providing a unique value proposition linked to the customers’ pains.