ANN ARBOR, Mich. – Domino's Pizza announced its latest digital investment in artificial intelligence (AI) for ordering. The pizza company will launch a voice recognition application to take telephone orders coming into its stores.

The virtual ordering assistant, named DOM, is currently being tested on the phones in 20 stores across the United States, and Domino’s plans to expand the platform to more stores in the coming months.

The company first introduced DOM to customers in 2014 where it focused specifically on online and mobile orders as opposed to the traditional telephone calls for carrying out. 

“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. “DOM can now take those orders, freeing up our store team members to focus on preparing orders and serving customers already in the lobby. Some calls to the stores are from customers who have already ordered. Based on the phone number, this system will automatically determine if this is a new call or a follow-up. 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.”

Domino’s Tracker was another restaurant industry first launched by Domino's in 2008. The company receives more than 65 percent of its sales in the US via numerous digital platforms, but still wants to provide the proper customer service to people who want to call in their order. 

“DOM was a key milestone not only for us, but for voice recognition technology in general," said J. Patrick Doyle, CEO and president of Domino’s. "DOM was also the public face of our initial investment in artificial intelligence. Voice is a more natural way for people to interact with technology and that’s why we have been investing in AI for more than half a decade.”