The Future of Last Mile Fulfillment

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

The latest retail technology news from both Domino's Pizza and Uber may have an impact on the future of last mile fulfilment.

Domino's and Ford Motor Co. are launching tests to understand the role that self-driving vehicles can play in pizza delivery, while Uber has rolled out Driver Share My Trip to allow drivers to share their whereabouts with friends and family when they’re out on the road.

Domino's Self-Driving Cars

The automated pizza delivery tests will investigate customer reactions to interacting with a self-driving vehicle as a part of their delivery experience. Both Domino's and Ford are looking for reactions in order to examine and understand customers’ perspectives around the future of food delivery with self-driving vehicles.

“As delivery experts, we’ve been watching the development of self-driving vehicles with great interest as we believe transportation is undergoing fundamental, dramatic change,” said Patrick Doyle, Domino’s president and CEO. “We pride ourselves on being technology leaders and are excited to help lead research into how self-driving vehicles may play a role in the future of pizza delivery. This is the first step in an ongoing process of testing that we plan to undertake with Ford.”

With a plan to begin production of self-driving vehicles in 2021, Ford is conducting research with companies, like Domino’s, to ensure the technology is applied in ways that enhance the customer experience.

“As we increase our understanding of the business opportunity for self-driving vehicles to support the movement of people and goods, we’re pleased to have Domino’s join us in this important part of the development process,” said Sherif Marakby, Ford vice president, Autonomous and Electric Vehicles. “As a company focused on the customer experience, Domino’s shares our vision for a future enabled by smart vehicles in a smart environment that enhance people’s lives.”

Over the next several weeks, randomly-selected Domino’s customers in Ann Arbor, MI, will receive their delivery order from a Ford Fusion Hybrid Autonomous Research Vehicle, which will be manually-driven by a Ford safety engineer and staffed with researchers. Customers who agree to participate will be able to track the delivery vehicle through GPS using an upgraded version of Domino’s Tracker. They will also receive text messages as the self-driving vehicle approaches that will guide them on how to retrieve their pizza using a unique code to unlock the Domino’s Heatwave Compartment inside the vehicle.

“We’re interested to learn what people think about this type of delivery,” said Russell Weiner, president of Domino’s USA. “The majority of our questions are about the last 50 feet of the delivery experience. For instance, how will customers react to coming outside to get their food? We need to make sure the interface is clear and simple. We need to understand if a customer’s experience is different if the car is parked in the driveway versus next to the curb. All of our testing research is focused on our goal to someday make deliveries with self-driving vehicles as seamless and customer-friendly as possible.”

Local partner Roush Enterprises fabricated the prototype vehicle’s pizza container, Domino’s Heatwave Compartment, based on its experience working with Domino’s on the DXP delivery vehicle in 2015. Ford and Domino’s completed preliminary testing of the delivery process using the vehicle in self-driving mode at Mcity, the simulated urban environment on the University of Michigan’s campus. The city of Ann Arbor also has been supportive of the testing process.

“I’m delighted that Ann Arbor continues to be at the forefront of autonomous-vehicle research,” said Ann Arbor Mayor Christopher Taylor. “While it’s pizza delivery today, my hope is that collaborations such as this will enable even more innovations tomorrow.”

Uber's Driver Share My Trip

Transportation company Uber, which just appointed former Expedia CEO Dara Khosrowshahi as its new CEO, has rolled out Driver Share My Trip as part of a series of technology-focused safety features to give drivers more control and peace of mind while behind the wheel.

The new feature is live in more than 140 cities around the globe and will roll out to all drivers by early fall.

Uber already offers a way for riders to share their trip status with their contacts, but the new Driver Share My Trip feature now allows drivers to share the information about their trip like where they are on the map. Drivers are in control to start and stop sharing with their contacts as they’d like, and friends or loved ones can easily see a driver’s whereabouts on a map with quick-dial contact details and the driver’s license plate number.

The company also introduced a new identification check in several countries that will require new riders without an electronic payment method on file to verify their Facebook account as an alternative way to verify their identity. This feature is particularly relevant for trips in some markets outside the United States where card penetration is lower.


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