Leaders lead there is no doubt in the minds-eye of anyone at Tacoma, WA based Foodservice Solutions® that when it comes to technology, delivery, and customer relevance that Domino’s leadership is undeniable in fact our own Grocerant Guru®, Steven Johnson who believes that Domino’s branded delivery has taken a dominate position in the minds-eye of the consumer.
Most regular readers of this blog have seen, experienced, Domino’s fist chain wide delivery vehicle. That car has become a point of qualitative differentiation for Domino’s according to Johnson that simultaneously drove a marketing message that Domino’s was ‘Looking A Customer Ahead’.
Now that Ford motors and Domino’s Pizza are teaming up to test self-driving pizza delivery cars in Michigan, as part of an effort to better understand how customers respond to and interact with autonomous vehicles we can envision another spike up in customer relevance for Domino’s.
Soon randomly selected Domino’s customers in Ann Arbor, Michigan will have the option to accept pizza deliveries from a Ford Fusion Hybrid autonomous research vehicle. But the car won’t be driving itself. Each car will be driven by a Ford safety engineer, with other researchers onboard, who will zero in on the last 50 feet of the customer experience.
Sherif Marakby, Vice President of Ford Autonomous Vehicles and Electrification, described the project as ethnographic research stating that “We don’t want to wait until we get everything done on the tech and remove the driver. We’re trying to start doing the research. We still are working on the technology, because it’s not ready to be put on public streets,” he said. “It’s simulating that the vehicle is in autonomous mode.”
Russell Weiner, president of Domino’s USA, said in a statement. “The majority of our questions are about the last 50 feet of the delivery experience.”… “We’re interested to learn what people think about this type of delivery. Areas of focus include how willing are people to come outside to pick up their orders, the way they approach the car, and how they interact with the screen outside of the vehicle to get the food.
Is your company ‘Looking A Customer Ahead’? Are you trapped doing what you have always done and doing it the same way? Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information.