Technological innovations are always met with a degree of suspicion. Changing people’s attitudes will be essential if self-driving cars are going to be accepted by the general public. That’s why Domino’s and The Ford Corporation have come up with the novel idea of having pizzas delivered by driverless vehicles. In a pilot project soon to be expanded to several test cities, automated cars have been pulling up in front of houses, dialing the occupants’ number and telling them to come outside to pick up their pizza order. The campaign is part of an overall strategy to associate the cars, which might be viewed as foreign and even dangerous by the public, with something familiar and non-threatening. Pizza is one of the world’s most beloved comfort foods, not to mention the food most associated with home delivery by Americans in every corner of the US, which is why Ford saw this long-time favourite as the perfect way to get people used to the idea of self-driving cars.
Driverless cars aren’t the only technology that Domino’s is experimenting with. In November, the first pizza to ever be delivered by airborne drone was ordered from a Domino’s restaurant in Whangaparaoa, New Zealand. Customers around the town can now sign up for the special delivery service, which aims to get pizzas to any address within a 10 km radius of the restaurant in 10 minutes flat.
Writer: Robbie Dillon