Hold Onto Your Hats – Domino’s Wants To Deliver Your Pizza Via A $30,000 Robot

Hold Onto Your Hats – Domino’s Wants To Deliver Your Pizza Via A $30,000 Robot
SHARE
THIS



When you hate talking to people and prefer to do everything via text or online messaging, news that Domino’s Pizza is in talks to launch a robot delivery boy is just music to your ears.

Without a human in sight, the autonomous delivery vehicle glides along footpaths and up to your front door, handing over the pizza and accepting payment from customers.

The vehicle, known as DRU for Domino’s Robotic Unit, uses GPS to find its way around cities and negotiate the odd bike track to locate its destination. DRU is a four-wheeled vehicle with a maximum speed of 18km per hour, and a few sneaky with compartments for pizzas and drinks.

Dominos Group CEO Don Meij unveiled DRU in Brisbane last night, per The Australian, but wouldn’t unveil the price the company paid to develop it. He hazarded a guess that each DRU would be worth around $30,000, and without human assistance, could be the perfect kidnap-ransom arrangement. (Well, Meij didn’t say that last bit but the rest of us are all thinking it).

Meij did expect the first DRU to be rolling around Brisbane, where Domino’s is headquartered, in 6 months time. But the reality is that there are some pretty big obstacles to overcome before anything like DRU is seen around town.

First, the robotics involved has to be capable of avoiding obstacles, kind of obvious, but an easy oversight. The delivery robot needs to be able to dodge curbs, obey traffic lights, read road and pedestrian signage, not run over homeless people, not mow down little children, and ward off barking dogs.

And then there’s the houses with stairs.

It would also need to manage mud in parks and have some hefty bulletproof collision avoidance technology, otherwise that’s a fast-moving critter to watch out for.

Dominos also didn’t give any assurance of just how far the development had gone with the robot delivery idea, just that it was deep in the world of advanced robotics.

Aside from potential thefts and hacking-hilarity steering the pizza boys off course, the other biggest obstacle is regulation. Local and state governments would have to be totally convinced of the capability of the robotics to co-exist in society with us before even thinking about giving it the green light. And that could take a while.

Meij said the various agencies he’d spoken to have been “very supportive in the process to date”. Domino’s said it had conducted some test deliveries under a restricted permit.

Latest News

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion
  • Marketing

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion

American cult brand Yeti has its international expansion sights on Australia and has enlisted digital marketing agency Alley to make its mark. The Texas-based company has reinvited the luxury cooler and outdoor accessories market, and Yeti’s partnership with Alley has already begun. Clayton Anderson, content and marketing manager at Yeti Australia, said: “We have big […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs
  • Advertising

Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs

A new TV series featuring celebrity cook, Anna Gare, and a team of real-life cabbies, hits the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers […]

Made In Katana Appoints Dylan Adams As Head Of Production
  • Advertising
  • Marketing
  • Media

Made In Katana Appoints Dylan Adams As Head Of Production

Australian-owned creative agency Made In Katana (MIK) has announced the appointment of Dylan Adams as head of production to support its growth in Asia. Adams is an ARIA award-nominated record producer, mix engineer, audio engineer and audio specialist. He joins MIK after a stint as head of music at post-production house Sound Reservoir. In his […]

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships
  • Media

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships

Mamamia has announced the appointment of Howard Wilbury to lead its premium partner division M+. Wilbury’s background spans both media owners and creative agencies, with stints at Channel [V], Westfield, DDB and M&C Saatchi. His most recent role was leading a full-service creative and production agency within the M&C Saatchi Group. Tony Prentice, chief revenue […]

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School
  • Marketing

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School

The University of Sydney Business School has announced the appointment of Andrew Baxter as an adjunct Professor of Marketing. Baxter is currently a senior adviser for KPMG’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA), and previously headed agencies Ogilvy and Publicis here in Australia. In his new role, Baxter will work to establish a dialogue […]