Is there a joint venture with Oracle?!?!
It’s an app where every click is analysed in terms of how we get customers through that purchase funnel.”
Some of this functionality is powered by an investment in an Oracle cloud-based point-of-sale (POS) system and kitchen management software by Dragontail Systems, an Australian company.
“We’re running a piece of software from Dragontail that automates that whole kitchen flow for us,” Branley said.
“We’re very transparent with the customer as to where their order is being prepared, when it’s in the oven, is it being dispatched and then once it’s with a driver they get a GPS tracking experience.
“We extend that even to our phone system so, for example, if you place an order on the website and then you call our 131166 number maybe to enquire about where your order is at, the phone system will say, ‘Hey your order’s in the oven, your ETA is 6.30pm’, for example.
“So every channel that the customer interacts with us on, we’re able to give them information about their order status.”
Also on the backend, Branley said the company had invested in delivery management software that used artificial intelligence to make routing decisions for each order.
https://www.itnews.com.au/news/pizza-hut-australia-serves-up-a-digital-transformation-564355
This included whether to send an order using Pizza Hut’s own drivers or via a food delivery “aggregator” like DoorDash.
Branley said Pizza Hut Australia used aggregators as a “marketplace”, but added they were also useful at a time when drivers for its own branded delivery were hard to find.
“At the restaurant level, the international student market - because there’s no students coming into the country - is a challenge for delivery driver labour,” he said.
“Outsourcing of delivery fulfilment to aggregators helps us in that regard.”
Branley said Pizza Hut’s AI made the ultimate call on how to get a pizza to a customer.
In a blog post, it was noted that the AI system is also communicating with the kitchen management system when it makes decisions.
“For example, if the system knows it takes three minutes to prepare a pizza and eight minutes to cook, the system will send an alert to start cooking the pizza when a free driver is 11 minutes from the store,” the blog post said.
Branley added: “You can order directly from Pizza Hut on our website and using our delivery management software, the algorithms make a decision as to whether our own internal drivers will deliver that order for you, or whether we need to overflow and outsource that to one of our delivery partners like DoorDash.
“So you may order on Pizza Hut on our main site or our app and a DoorDash driver may deliver that order for you.
“We’re making those decisions using AI constantly as to which fulfilment model makes sense - which way are you going to get your pizza the fastest.”
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