Monday, 12 August 2019 16:42

Dominos uses ‘world-first software’ to claim record fast-food delivery services

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Pizza delivery on the run at Dominos Pizza Ferny Grove, Brisbane store Pizza delivery on the run at Dominos Pizza Ferny Grove, Brisbane store

A Brisbane pizza store is claiming a new Australian record for fast food, by consistently delivering freshly made pizzas to customer’s houses in less than six minutes for an entire week, with the support of “world-first software” that gives its pizza chefs a head start.

Dominos Pizza’s delivery success follows its comments earlier this year that it is now realising over 50% of its sales online as part of its entry into the digital market and its success with online and mobile marketing campaigns.

At the time Dominos’ Group Chief Information Officer Wayne McMahon said the company’s marketing and ICT teams brought up the best of the digital world “by maintaining Domino’s website and social pages in Facebook and Twitter, as well as regular campaigns through SMS and e-mail”.

Today Domino’s Australia and New Zealand CEO Nick Knight said the company was delighted by the new record - set by its Ferny Grove franchise in Brisbane - and emphasised that “fast food did not need to be at the expense of food quality or safety”.

“Historically, people believed you had to choose between quality, time and price when it came to food, but this record shows that restriction no longer applies to Domino’s.

“We believe in ‘slow where it matters, fast where it counts’, which means taking the time to make each pizza carefully and to be careful on the roads.”

According to Knight, the company’s customers rated the pizzas “in this record effort as some of our best, and all deliveries were completed safely – in fact many of the fastest deliveries were taken on electric bicycles”.

“The secret behind this record breaking effort is a carefully co-ordinated team of pizza experts in our stores, supported by world-first software that gives our pizza chefs a head start, with a prediction of what products they need to make – even if a customer has a unique selection of sauce or toppings.”

Knight said team members would be “celebrating the record, with the lessons learned to be applied in stores around the country as part of Domino’s Project 3TEN, which aims to have pizzas ready for pick-up in three minutes, and safely delivered in ten”.

“We’re so proud of our team members for always pushing the boundaries of what is possible; we know that time is the enemy of food – every minute counts and customers want high quality food, fast.

“When our customers order, we know they’re hungry at that exact moment and to be able to deliver them piping hot pizzas in less time than it takes to prepare a home-cooked meal – indeed, faster than it takes to boil an egg – is really exciting.”

According to Domino’s Ferny Grove franchisees Brandon and Kushla Brooking the achievement is a testament to the hard work and efforts of an entire team.

“The record was really a team effort and having the team ready to take on the challenge together was the first step when attempting the delivery record breaking week,” Brandon Brooking said.

“We couldn’t be prouder of our team for bringing their enthusiasm and commitment to the record challenge while always ensuring our pizza quality was excellent and that our safety standard was upheld.”

Here is Domino's timelapse video of the record in question: 


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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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