Starship Robots Will Deliver Pizza for Domino's

Domino's Pizza Enterprises is the largest franchisee of the Domino's Pizza brand in the world, completing hundreds of thousands of deliveries every day from more than 2000 stores across the Company's seven markets.

Domino's Pizza Inc. (DPZ), which has been embracing a slew of technology to lure millennial customers, is stepping up its tech prowess in Europe, rolling out pizza delivery via robot.

The pizza company announced that it will start to use robots for pizza delivery in Hamburg, Germany, part of a joint effort with the robot startup Starship Technologies, Recode reports. In select cities, customers who live within one mile of select Domino's shops, may have their deliveries brought to them by this high-tech looking cross between a martian rover and an R/C vehicle.

It's not the first time the pizza chain has experimented with high-tech delivery methods: Domino's has previously used drones to deliver pizzas in New Zealand.

A year ago the company announced a deal with Just Eat in London, and is already delivering food orders in Greenwich.

Don Meij, Domino's Group CEO and Managing Director, views the partnership as, "an important next step in bringing robot pizza deliveries to reality". Meij believes Domino's needs robots because, "with our growth plans over the next five to 10 years, we simply won't have enough delivery drivers". The robots drive autonomously but are monitored by humans who can take over control at any time.

Mercedes-Benz Vans, a unit of Daimler AG, invested $17.2 million in Starship in January.

In 2016, the fast-food chain tested ground-based autonomous vehicles for pizza delivery in Australia and New Zealand.

  • Zachary Reyes