If you're hungry for pizza and want to order from Domino's in Australia, you can now see what your Augmented Reality cake will look like before you place your order.
Available on the App Store and on Google Play, the updated Domino The mobile app includes New Pizza Chef, an entertaining tool that allows customers to create a virtual version of their pizza and their selected toppings.
"Innovations like the New Pizza Chef with Augmented Reality are important as they help us drive online sales "With up to two million articles sold online in a week, we know it's important that we always do something. Ordering online becomes more seamless, rewarding and memorable for our customers," said Michael Gillespie, chief digital and technology officer of Domino in a statement.
Once the virtual pizza is done users can see it "baked" over flame effects. The AR experience also features animated avocado and pineapple characters to increase the fun factor (and disgust those who prefer more traditional toppings.)
"When we decided to augmented New Pizza Chef Reality to create, we wanted to make a more enriching experience Our customers: One of the top priorities was to make the pictures as realistic as possible, and added some surprise and enjoyment elements to make every pizza experience even more fun They're funny characters, stickers and pop-ups surprises, "said Nick Knight, Australia's CEO of Domino. "It will help customers make billions of possible variations, but it will also be fun."
The app uses the surface tracking capabilities in ARKit and ARCore to display the 3D content in physical space. In addition, the developers of the app have rendered the content through the Unity engine.
"Google's ARCore and Apple's ARKit use the camera's mobile phone to provide a stable, enhanced spatial perception and understanding of the real world around our customers, allowing them to steam trap directly in front of them and from every angle," Gillespie said. "The new Pizza Chef was developed with the Unity platform for cross-platform games, which is more related to games than mobile retail, offering high-quality images and gamification elements to keep customers excited."
Like most fast food products, pizza is pizza a commodity. While people may claim to have their preferences, there is generally no big difference between Domino's, Pizza Hut and Papa John's. With price, convenience and quality relatively indistinguishable, mobile app bells and whistles can greatly influence the buying decision.
The augmented reality naturally becomes one of these distinctions. In fact, we've already seen how Pizza Hut has integrated Augmented Reality into its delivery experience. And as far as the visualization of food is concerned, we have seen similar attempts on the regional burger chain Bareburger.
Ultimately, the entertainment and novelty of an AR experience like New Pizza Chef could actually influence a customer's choice. All the usual pizza options. There is no word on when or if the feature will be available to US customers, but the regional experiment fits in with Domino's long-standing tradition of deploying unique technology-driven marketing tactics in countries like Japan and Australia, before potentially introducing them worldwide.