Domino’s Pizza and Ford Motor Co. are launching an industry-first collaboration to understand the role that self-driving vehicles can play in pizza delivery. As part of the testing, researchers from both companies will investigate customer reactions to interacting with a self-driving vehicle as a part of their delivery experience. This research is important as both companies begin to examine and understand customers’ perspectives around the future of food delivery with self-driving vehicles.
As Ford builds out its business enabled by self-driving vehicles, conducting research with companies, like Domino’s, will be crucial to ensuring that the technology is applied in ways that enhance the customer experience. With a plan to begin production of self-driving vehicles in 2021, Ford is taking steps to design a business to meet the needs of both partner companies and their customers.
Over the next several weeks, randomly-selected Domino’s customers in Ann Arbor will have the opportunity to receive their delivery order from a Ford Fusion Hybrid Autonomous Research Vehicle, which will be manually-driven by a Ford safety engineer and staffed with researchers. Customers who agree to participate will be able to track the delivery vehicle through GPS using an upgraded version of Domino’s Tracker. They will also receive text messages as the self-driving vehicle approaches that will guide them on how to retrieve their pizza using a unique code to unlock the Domino’s Heatwave Compartment inside the vehicle.
Local partner Roush Enterprises fabricated the prototype vehicle’s pizza container, Domino’s Heatwave Compartment, based on its experience working with Domino’s on the DXP delivery vehicle in 2015. Ford and Domino’s completed preliminary testing of the delivery process using the vehicle in self-driving mode at Mcity, the simulated urban environment on the University of Michigan’s campus. The city of Ann Arbor also has been supportive of the testing process.