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IN MARCH, Domino's Pizza (ASX: DMP) announced it was on a mission to create a fleet of ground-based robots that would autonomously deliver its pizza's around Europe.
This week, the company has announced that these robots, created in partnership with Starship Technologies, have officially taken off in Hamburg, Germany.
The new 'Starship' service has become an overnight success in the Ottensen District of Hamburg, and Domino's chief digital officer Michael Gillespie confirms it will be a permanent instalment for the city.
Hamburg customers can now place orders through the Dominos mobile app, and watch as rolling robotic containers fitted with the latest security and GPS technology deliver the goods straight to their doorstep.
Gillespie says learning from the initial rollout in the Hamburg market will give the company direction as to where it should expand next.
"Netherlands is a potential opportunity post this, but the real focus at the core time is more deliveries, learning from the current market and then looking at where it makes sense for Starship to continue," says Gillespie.
"We are going to continue to advance this area of our business and go at it as aggressively as we can at a pace that very few companies if any are keeping up with."
While the company's technological advancements are certainly moving at a lightning pace, Gillespie says Domino's growth creates challenges in obtaining enough staff to man the helm of its restaurants.
This is why he says the creation of Starship is an important advancement to continue moving forward and provide more opportunities for staff.
"If we keep growing, we're really going to struggle with getting enough staff to deliver so this is a great component to add to our delivery fleet," says Gillespie.
The autonomous delivery service is yet another step into the future for Domino's, which is also currently testing robotic and drone deliveries throughout other markets including New Zealand.
Business News Australia
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