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.

Please login with linkedin to comment

Advertising Standards Bureau Director of Marketing einsights headline series suzy smiley

Latest News

A Road Map To The Right Marketing Combination
  • Opinion

A Road Map To The Right Marketing Combination

In this guest post, Dan Hojnik (pictured below), head of strategy and planning at Involved Media, argues that brand and performance are more closely linked than many marketers care to admit… I remember trying to explain the benefits of brand and performance marketing working together early on in my career only to have a strong-headed […]

Opinion

by B&T Magazine

B&T Magazine
Bishkek, Kyrgyzstan - January 21, 2019: Close up to Apple Podcasts app on the screen of an Ipad Pro with personalized background and female finger touch on the app
  • Technology

LiSTNR Announces Collaborations With Apple Podcast Subscriptions

Apple has officially launched Apple Podcast Subscriptions across 170 countries, announcing deals with Australian organisations LiSTNR, the ABC and SBS. The ABC and SBS have been producing podcasts for a number of years, while SCA’s LiSTNR launched earlier this year. In May, they netted 10.9 monthly streamers. Podcast Subscriptions is Apple’s ‘premium podcast’ service, allowing users […]

10 ViacomCBS And Football Australia Announce Largest Socceroos And Matildas Broadcast Deal Ever
  • Media

10 ViacomCBS And Football Australia Announce Largest Socceroos And Matildas Broadcast Deal Ever

10 ViacomCBS and Football Australia today announced a landmark media rights agreement which will see all the Australian National Teams and the FFA Cup matches broadcast across Network 10 and Paramount+. The agreement, which encompasses the media rights for all national teams (Socceroos, Westfield Matildas, Young Socceroos, Young Matildas, Joeys, and Westfield Junior Matildas) owned […]

A Home For Marketing: How Medibank Centralised Their Marketing Operations For An Agile World
  • Partner Content

A Home For Marketing: How Medibank Centralised Their Marketing Operations For An Agile World

With a goal to provide Australians with “Better Health for Better Lives”, Medibank is Australia’s leading private health insurer, with more than 3.7 million customers through the Medibank and ahm brands. In addition to private health insurance, the Medibank group also offers a suite of diversified insurance products including travel, life and pet insurance. With […]

Partner Content

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]