Ford and Domino’s Test the Self-Driving Customer Experience


Ford x Domino's self-driving

Domino’s Pizza, the world leader in pizza delivery and digital ordering platforms, is kicking off a second round of self-driving delivery vehicle testing, this time with a focus on the customer experience. This two-month test in Miami, in partnership with Ford, will leverage the learnings of the first round of testing, but will add the element of delivery in a larger, urban setting.

“Our first round of testing the customer experience in Ann Arbor provided some great learnings and insights, including the fact that there are customers who are interested in this as a delivery option,” said Kevin Vasconi, EVP and CIO of Domino’s.

“Our testing is focused on the last 50 feet of the customer experience, between the front door and the car. While we work to refine that interaction, we also need to understand how operating this type of delivery in a more densely populated city will impact the customer experience and the specific delivery challenges it might present.”

For this test, a Ford Fusion Hybrid vehicle—manually driven but outfitted to look like a self-driving vehicle—will take deliveries from a Miami Domino’s store to customers who have ordered online and chosen to participate in the test. Participating customers will be able to track the vehicle via GPS and will receive text messages as the self-driving vehicle approaches. The texts will also provide them with simple instructions on how to unlock the Domino’s Heatwave Compartment™ inside the vehicle using a PIN code.

“We’re a brand that believes in innovation, continuous improvement and rigorous testing to benefit our customers,” said Vasconi. “As the automotive world evolves towards self-driving vehicles, we hope to put ourselves in a leading position by bringing our customers the delivery option that best meets their needs, now and in the future.”

In addition to Ford and Domino’s, other brands participating in the Miami test launch include Argo AI, Postmates and Lyft.

Ford x Domino's self-driving cars

As Sherif Marakby, Ford VP, Autonomous Vehicles and Electrification, wrote in a Medium blog post: “We’ve spent years researching and developing self-driving technology, studying changing customer behaviors, serving some of the largest fleets in the country with help from our dealers, and working with governments big and small. Now it’s time to pull it all together and head for the finish line!”

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