AI Case Study

Dominos Pizza allows customers to order pizza through a voice conversational chatbot and machine learning

Dominos Pizza operated 14,000+ pizza restaurants in 85 countries. They wanted customers to be able to order their pizza through a voice conversational chatbot. They chose Google's DialogFlow to support the large range of consumer intents and ordering options. The service was integrated into home assistants such as Google Home.

Industry

Consumer Goods And Services

Food Beverage And Drugs

Project Overview

"Determined always to innovate and keep pace with ever-changing consumer behavior, the company turned to building rich conversational experiences powered by natural language understanding (NLU) and machine learning.

Domino's began exploring various NLU solutions in August 2016. They ultimately chose Dialogflow for its ability to scale and accommodate the number of intents needed, one of the biggest pain points they initially encountered. 'With a conversation that's more contained, you don't need as many paths that people can follow,' said Mandi Galluch, Domino’s program leader
for digital experience. 'But you can go in so many directions when ordering off our menu, and we needed to account for all of those.'

The scope for the project was larger than anyone had expected, but Domino's leveraged their 50+ years of customer service knowledge and Dialogflow's NLU capabilities to build both simple customer interactions and increasingly complex ordering scenarios. 'We were able to spin up a solid customer experience pretty quickly,' says Ken Natoli, the company's conversational commerce lead. Anyone using a device with the Google Assistant built in, such as a Google Home 'can just say, ‘Hey Google, talk to Domino's,' and you're able to order right with us."

Reported Results

"The pizza bot's performance surpassed original expectations, but innovation at Domino's is a continual process. 'Once our team began working with Dialogflow, we were able to move so quickly that we met or exceeded every milestone or goal,' Galluch says. 'We were so efficient because Dialogflow was easy to train people on, and easy to use.'

Technology

" They ultimately chose [Google's] Dialogflow for its ability toscale and accommodate the number of intents needed, one of the biggest pain points they initially encountered."

Function

Customer Service

Other

Background

"Founded in 1960, Domino's now operates 14,000+ pizza restaurants in 85+ countries. Their drivers cover 10+ million miles to deliver 10.5+ million pizzas each week in the United States alone."

Benefits

Data

"The scope for the project was larger than anyone had expected, but Domino’s leveraged their 50+ years of customer service knowledge and Dialogflow’s NLU capabilities to build both simple customer interactions and increasingly complex ordering scenarios."