Domino’s Pizza Enterprises Limited (Domino’s) was recently recognised by International Data Corporation (IDC) in the 2019 Digital Transformation (DX) Awards for New Pizza Chef with Augmented Reality.

The innovation, which uses augmented reality to allow customers to create their favourite pizza and experience it in their own space on their mobile device, won the ‘Omni Experience Innovator’ award for attracting and growing customer loyalty and advocacy.

Domino’s Chief Digital and Technology Officer Michael Gillespie said he was proud of the team for delivering an award-winning innovation.

“We’re incredibly proud of New Pizza Chef with Augmented Reality – which is a world-first in the Quick Service Restaurant industry.

“There’s always challenges that come with investing in new and emerging technology, especially when you are the first to adopt something globally, so it’s rewarding to be recognised as industry leaders in this space,” he said.

“While other brands and industries have created Augmented Reality experiences that allow customers to see a static model in their space, New Pizza Chef with Augmented Reality allows customer to personalise the model and create billions of pizza combinations right before their eyes, viewed from any angle.

“This award recognises the hard work, determination and creativity of an entire team and we’re excited to go on to compete internationally.”

Domino’s will now compete in the regional awards in Singapore, where the regional winners will be announced at the IDC Digital Transformation Summit on October 24 & 25.