Domino’s enters augmented reality

Domino’s has released the New Pizza Chef, which uses the latest in augmented reality technology to help customers create their pizzas.

Domino’s Group chief digital and technology officer Michael Gillespie said Domino’s New Pizza Chef utilises Google’s and Apple’s augmented reality development frameworks to understand the space around users.

“Google’s ARCore and Apple’s ARKit uses 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,” he said. “The new Pizza Chef offers a high quality of realism in its images as well as incorporating gamification elements to further engage customers.”

The New Pizza Chef is available on the existing Domino’s iPhone and android app.

“Innovations such as the New Pizza Chef with Augmented Reality are important as they help us to continue to drive online sales,” Gillespie explained. “We know it’s important for us to always be making the online ordering experience more seamless, rewarding and memorable for our customers.”