Pizza chain’s virtual ordering assistant takes on a new task

Domino’s has a new way to accept phoned in carry-out orders — and it’s not by an associate.

The pizza chain is expanding the functionality of its virtual ordering assistant to accept telephone orders coming into its stores. The company’s artificial intelligence-based assistant, called DOM, will accept orders so associates can continue serving customers in the restaurant.

DOM will also alert customers to where their orders are in the process. Based on the phone number, the system can automatically determine if the call is new or a follow-up call.

"While many of our orders come via digital platforms, there are still millions of customers who like to call in their orders directly to their local stores," said Dennis Maloney, Domino's chief digital officer. “If it's a follow-up call, DOM will act as a version of Domino's Tracker and provide customers with the information they're looking for.”

The technology, which was initially tested in a small group of stores, is now in a 20-location test. More stores are expected to add the service in the coming months, according to Domino’s.