In fast-paced, high-demand environments such as Domino’s Pizza stores, every missed call represents a missed order. Customers expect fast, clear and accurate call handling whether they’re placing an order, asking about the menu, or checking a promotion.
During peak trading periods, this expectation becomes difficult to meet. Teams are already balancing in-store customers, order preparation, deliveries and operational pressure. Even with the best staff in place, phones can go unanswered or calls can be rushed. Over time, this directly impacts sales, customer experience and brand consistency.
That’s the challenge Domino’s set out to solve.
Meet Sophie: Domino’s new AI call handling system
Sophie is an AI-powered call handling system designed specifically for Domino’s Pizza stores. Currently deployed across five pilot locations, she acts as a fully integrated extension of the in-store team.
She answers every call, takes every order, and never misses a detail.
Built in collaboration with ServeMate, Sophie combines advanced conversational AI with real operational understanding of Domino’s menus, workflows and customer expectations.
Unlike traditional phone systems or outsourced call centres, Sophie is embedded into the store experience. She allows staff to focus on in-store service while she handles incoming calls efficiently and accurately.
Watch Sophie in action
Before we go further, watch this video where Kris Talikowski explains Sophie and you can see her in action inside a Domino’s store environment.
Kris highlights a familiar problem: every minute matters, and every unanswered call means a missed order. Instead of pulling staff away from service, Sophie steps in to handle customer calls seamlessly.
The problem Sophie is solving
Domino’s stores face a very specific operational challenge: demand spikes unpredictably, but expectations stay the same.
Customers still expect:
- Immediate answers
- Accurate order taking
- Knowledge of menu items and offers
- A smooth, friendly experience every time they call
The reality is that during peak periods:
- Calls are often missed entirely
- Staff are stretched between multiple tasks
- Order accuracy can suffer under pressure
- Sales opportunities are lost simply because no one picks up
How Sophie transforms call handling in Domino’s stores
Sophie operates as a real-time customer communication layer for the store.
She can:
- Answer every incoming call instantly
- Take full customer orders accurately
- Recommend relevant add-ons and offers
- Stay consistent under pressure
- Integrate into Domino’s operations
Why this matters for Domino’s Pizza
For a brand like Domino’s, speed and consistency are central to the customer promise.
Every missed call is a missed order that often goes elsewhere.
By introducing Sophie into live store environments, Domino’s is addressing three critical challenges:
- Lost revenue from missed calls – every answered call becomes an opportunity captured.
- Operational pressure on staff – teams can focus on preparing and delivering orders rather than splitting attention across phones.
- Inconsistent customer experience – every caller receives the same fast, professional and accurate service.
The impact in real store environments
In the pilot Domino’s stores, Sophie is already demonstrating how AI can support high-volume food service environments.
Key benefits include:
- No missed calls during peak hours
- Faster order processing
- Increased upsell opportunities through consistent suggestions
- Reduced pressure on in-store teams
- More stable customer experience during busy periods
Even small improvements in call capture can translate into significant revenue gains in a delivery-led business model.
A new type of team member
She is always available, always consistent, and always focused on customer communication.
By handling repetitive but critical tasks like call answering and order taking, she allows human teams to focus on service quality, food preparation and in-store experience.
What comes next for AI in store communication
Sophie represents an early step in how AI can be embedded into fast-moving retail and food service environments.
As the technology develops, systems like Sophie will become more deeply integrated into:
- Order management systems
- CRM and customer data platforms
- Promotional and loyalty strategies
- Multi-channel communication (voice, messaging, RCS)
Domino’s pilot demonstrates how this shift is already happening in real operational settings.
A new standard for customer calls
Sophie is redefining what effective call handling looks like inside a Domino’s store.
Instead of missed calls, rushed conversations or missed revenue opportunities, every interaction becomes structured, consistent and commercially valuable.
For businesses operating in high-demand environments, this shift is significant.
