Dominos restaurant. Credit: Mr. Blue MauMau.

American QSR chain Domino’s Pizza has introduced a new voice recognition application called DOM to receive telephone orders from customers.

Developed using artificial intelligence, the company is currently testing the DOM voice recognition in 20 stores across the US.

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In 2014, the pizza maker launched its virtual ordering assistant, DOM.

Through a trial retail transaction, the restaurant chain tested DOM voice recognition for phoned-in carryout orders in participating company-owned stores and has already received positive feedback from customers.

“Voice is a more natural way for people to interact with technology and that’s why we have been investing in AI.”

Domino’s CEO and president Patrick Doyle said: “DOM was a key milestone not only for us, but for voice recognition technology in general. 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.

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“With DOM on the phones, our AnyWare ordering technology and plans we have for future in-store technology, our goal is to be 100% digital one day.”

Following the success of this launch, the pizza chain plans to expand the platform to more stores in the coming months.

Domino’s chief digital officer Dennis Maloney said: “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.

“DOM can now take those orders, freeing up our store team members to focus on preparing orders and serving customers already in the lobby.”

The restaurant chain currently operates more than 14,800 stores in over 85 markets across the world.