Business Franchise Australia


Domino’s launches world-first technology to tackle #1 customer complaint


Lights, Camera, Action! Domino’s Pizza Enterprises (“Domino’s”) has announced the launch of its highly anticipated DOM Pizza Checker, which is set to drastically improve product quality and consistency throughout all Domino’s stores in Australia and New Zealand.


This flashy, world-first technology has been introduced to tackle one of the Company’s most common customer complaints; ‘My pizza doesn’t look like it should!’


Domino’s Australia and New Zealand CEO Nick Knight said DOM Pizza Checker will address this concern by ensuring that only the highest quality pizzas go out the door, even in busy periods, eliminating inconsistency in product quality.


“At Domino’s, we are always working on how we can be better – whether that be delivering better ingredients, products or services to our customers. However, the reality of a busy store can sometimes mean pizzas go out which are below the high standards our customers expect, and quite frankly, deserve.


“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,” Mr Knight said.


“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.”


Mr Knight said this is the first stage of the innovative technology solution, which will continue to learn, improve and develop over time.


“Currently, DOM Pizza Checker can recognise, analyse and grade pizzas based on pizza type, correct toppings and even distribution. It does this by capturing an image of the pizza and using artificial intelligence to compare this data with a large dataset of correct pizzas, making a quick assessment.


“Later this year we will be releasing even more features, including the ability to provide customers with a real-time image of their pizza on the cut bench. As part of this process, they will also be notified if their pizza has failed our strong quality testing, resulting in a remake,” Mr Knight said.


“We are forever on a journey of improvement and DOM Pizza Checker is a big part of that journey, giving our customers more transparency over their order and addressing our number one customer complaint; “My pizza doesn’t look like it should!”.

“We’ve been working hard with our technology partner Dragontail Solutions for more than two years to bring DOM Pizza Checker to life, and now it’s time for our customers to put us to the ultimate test.”


DOM Pizza Checker is now operating in all Domino’s stores across Australia and New Zealand, checking the quality of every single pizza that goes out the door.