The latest evolution in its series of tech-enabled activations, the pizza brand will start delivering select orders with self-driving vehicles in the Houston area, partnering with autonomous vehicle maker Nuro

If the newest development from Domino's is any indication, tipping a delivery driver will soon be a thing of the past. The pizza giant today announced a test partnership with Nuro, a self-driving car company, which will give select customers the option to have their pizza delivered by an automated vehicle later this year.

The pilot program will only be available for customers in Houston, but expansion is likely. Nuro even designed a custom vehicle, called the R2, for the collaboration. Customers simply wait until the vehicle has arrived at their homes, then enter a code to grab their pizza. The self-driving car company launched its first major program earlier this year with grocery chain Kroger, which is also only available in the Houston area.

Nuro cofounder Jiajun Zhu and Domino's CEO Ritch Allison. Courtesy Nuro.

Domino's is no stranger to unusual promotions, and this move fits in with the company's lighthearted yet forward-thinking strategy. “We are always looking for new ways to innovate and evolve the delivery experience for our customers,” says Kevin Vasconi, Domino’s executive vice president and CIO, in a press release emailed to PSFK. “Nuro’s vehicles are specially designed to optimize the food delivery experience, which makes them a valuable partner in our autonomous vehicle journey.”

As companies start to automate the delivery process, including self-driving cars and drones, Domino's is aiming to position itself at the front. “Domino’s delivers millions of pizzas around the world every day, and the company shares our passion for focusing on the customer experience,” says Cosimo Leipold, Nuro’s head of partner relations, in a press release. “We see incredible opportunity in offering Nuro's world-class autonomous technology to Domino’s customers.”

Nuro

Domino's


Lead image: Nuro

If the newest development from Domino's is any indication, tipping a delivery driver will soon be a thing of the past. The pizza giant today announced a test partnership with Nuro, a self-driving car company, which will give select customers the option to have their pizza delivered by an automated vehicle later this year.

The pilot program will only be available for customers in Houston, but expansion is likely. Nuro even designed a custom vehicle, called the R2, for the collaboration. Customers simply wait until the vehicle has arrived at their homes, then enter a code to grab their pizza. The self-driving car company launched its first major program earlier this year with grocery chain Kroger, which is also only available in the Houston area.