Domino's Pizza spent a good part of the last decade chasing what seemed like every digital doodad to deliver pizza – sometimes to the scorn of observers who pointed out that the business was, after all, popping topping-covered dough in an oven and delivering it.
Why, the sceptics asked, do you need a digital voice-recognition app on your phone to order a pizza, when you can just call and speak to an actual person?
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