What began as an unfunded side project has become one of the most transformative AI initiatives in Domino’s UK & Ireland. Domi Vision uses computer vision to assess every pizza, creating a new standard for product quality while delivering measurable commercial value and reshaping the company’s culture around excellence.
The best innovation success stories start with a single idea and a determination to solve a long-standing business problem. That was the case at Domino’s Pizza Group UK & Ireland, where one data scientist developed Domi Vision, an AI-powered computer vision platform that has fundamentally changed how pizza quality is measured.
For years, quality assurance relied on infrequent manual audits that assessed only a tiny fraction of pizzas produced each year. The process was subjective, inconsistent, and provided little visibility into day-to-day performance across the estate. Domi Vision was created to replace this with an objective, automated system capable of evaluating every pizza produced, creating a single quality standard across hundreds of stores.
Reimagining quality through AI
Built entirely in-house using bespoke computer vision models, Domi Vision demonstrates how practical AI can solve a real operational challenge without significant investment.
Rather than requiring expensive new infrastructure, the team repurposed cameras already installed in stores and developed lightweight ML models capable of assessing pizza quality automatically. Operational leaders and franchise partners played a central role in refining the scoring methodology, ensuring the system reflected real-world standards and gained credibility with those using it.
The greatest challenge was organisational, as initial concerns from franchisees centred on transparency, trust, and how quality data might be used. Instead of enforcing adoption, Domino’s worked collaboratively with franchise groups, opening the system for scrutiny and introducing a voluntary participation model. That approach transformed sceptics into advocates and helped establish Domi Vision as a tool designed to support stores rather than monitor them.
“I love everything about this initiative: thinking about what key business problems there are rather than ideas at the margin, thinking about how to use existing infrastructure, how to build buy-in, and how to make AI and data useful and loved.” – Judges’ comments
Delivering measurable business impact
Since its launch, Domi Vision has transformed quality management across the business. Key achievements include:
- More than 3.2 million pizzas automatically assessed.
- Live across 800 stores, with adoption growing.
- 5% improvement in measured pizza quality.
- Largest year-on-year improvement in quality-related customer sentiment in the company’s history.
- Estimated £3 million annual revenue opportunity recognised within strategic planning.
- Operating cost of less than £20 per day across the entire estate.
- Quality reporting becoming the most viewed Tableau dashboard, surpassing operational KPIs for the first time in more than a decade.
The impact extends well beyond the technology itself. Quality has become part of everyday operational conversations, with store teams sharing results, celebrating high-performing pizzas, and creating their own league tables and recognition schemes. Discussions that once focused primarily on delivery speed now include measures such as crust consistency and topping quality, demonstrating a fundamental shift in operational priorities.
High-quality foundations for a high-quality future
Domi Vision illustrates that successful AI is not necessarily the most complex or the most expensive. By focusing on a clearly defined operational challenge and designing technology around business needs, Domino’s has created a scalable capability with lasting commercial impact.
The platform continues to evolve, with plans to extend computer vision into food safety, allergen detection, order accuracy, and real-time quality monitoring.
What started as a pet project has become a strategic capability that is reshaping how Domino’s delivers quality at scale. By combining technical ingenuity, collaboration, and a relentless focus on practical outcomes, Domi Vision has established a new benchmark for how AI can create measurable value while transforming organisational culture.
