One large pizza, extra onions, hold the tech gimmicks

Driverless pizza deliveries do nothing for customer service, argues Jane McCallion

News has come out today about Domino's Pizza collaborating with Ford to create self-driving pizza delivery vehicles.

I have a fundamental problem with this proposition and it's not one of my normal hobby horses. No, my issue is that were this to become the standard method of delivery I would never receive another pizza again, which is sad because pizza is my favourite food.

This probably sounds a bit dramatic, but it's true for one simple fact: my house isn't easily accessible by car.

Also, even human deliverers, who have the advantage of being able to get out of their car and walk to the door, find delivering pizza to me difficult as applications like Google Maps simply aren't capable of directing people to my house. I can always tell when a newbie has joined the Domino's team because I'll get a slightly panicked phone call from someone driving up and down the very short adjoining street looking for this phantom house of mine.

Advertisement
Advertisement - Article continues below
Advertisement - Article continues below

I also have better things to do than staring at a GPS tracker while I wait for my food to arrive (as is required by this service).

When it comes to finding problems with stories like this, I often hark back to my rural roots and I'm certain it will be a problem there (for reasons that go beyond the issue of Sat Nav), but I'm now an urbanite and can't imagine I'm the only one in this scenario either.

Aside from the problem solving and access aspects outlined above, which an autonomous car simply wouldn't be able to solve, this idea overlooks a number of (in my opinion) obvious problems.

People have to go to the car to pick up their meal: How do they know which is theirs? How can you ensure they only take what they ordered? If the answer is that each vehicle only carries one order at a time, isn't that wasteful, particularly at peak times? And what about people with limited mobility or who would find it hard to otherwise leave the house? (This does seem to have occurred to the president of Domino's USA as well, at least in part).

An unmanned car is also surely more vulnerable to vandalism, too. And that's before I get onto my usual "what about the workers?" quest.

This isn't to say I rubbish the idea of autonomous vehicles all together, or at least not any more the recent spate of terrorist attacks that use vehicular homicide as the method of choice changed that. But gimmicks like this (and I'm sorry, it's a gimmick) won't do much to help further the idea of driverless vehicles being useful and worthwhile in the eyes of the public.

Featured Resources

What you need to know about migrating to SAP S/4HANA

Factors to assess how and when to begin migration

Download now

Your enterprise cloud solutions guide

Infrastructure designed to meet your company's IT needs for next-generation cloud applications

Download now

Testing for compliance just became easier

How you can use technology to ensure compliance in your organisation

Download now

Best practices for implementing security awareness training

How to develop a security awareness programme that will actually change behaviour

Download now
Advertisement

Recommended

Visit/strategy/27302/driverless-cars-news/page/0/4
Business strategy

Uber car involved in fatal crash had software flaws

6 Nov 2019
Visit/strategy/27302/driverless-cars-news
Business strategy

Uber car involved in fatal crash had software flaws

6 Nov 2019
Visit/strategy/27302/driverless-cars-news/page/0/3
Business strategy

Uber car involved in fatal crash had software flaws

6 Nov 2019
Visit/strategy/27302/driverless-cars-news/page/0/1
Business strategy

Uber car involved in fatal crash had software flaws

6 Nov 2019

Most Popular

Visit/policy-legislation/data-governance/354496/brexit-security-talks-under-threat-after-uk-accused-of
data governance

Brexit security talks under threat after UK accused of illegally copying Schengen data

10 Jan 2020
Visit/security/cyber-security/354468/if-not-passwords-then-what
cyber security

If not passwords then what?

8 Jan 2020
Visit/policy-legislation/31772/gdpr-and-brexit-how-will-one-affect-the-other
Policy & legislation

GDPR and Brexit: How will one affect the other?

9 Jan 2020
Visit/web-browser/30394/what-is-http-error-503-and-how-do-you-fix-it
web browser

What is HTTP error 503 and how do you fix it?

7 Jan 2020