Seven Stories About the Science Behind Fast Food

I am a pizza apostate. Not only do I use a fork and knife whenever I eat pizza, I also sometimes bypass my normal slice joint for the siren call of deliciously buttered-and-garlic salted crust that only Dominos can deliver.
According to Bloomberg, I am not the only one who can’t resist the Michigan chain’s pies: the company is now worth a staggering $9 billion—its share price has risen more than 2,000 percent since 2010 (outpacing the likes of Google and Apple)—and Dominos has not only been brought back to life, it is now the leading force in the intersection of fast food and technology. As Susan Berfield writes,
Domino’s has always understood the importance of not having to go anywhere. Although you can still walk into a restaurant if you must, there are at least a dozen ways to order a Domino’s pizza in absentia. Some are self-explanatory: mobile apps, Apple Watch, Facebook Messenger. Others need some explanation. To order via Twitter, you must create an online account, save a pizza as your favorite (known as your Easy Order), and connect it to your Twitter account. Then tweet a pizza emoji to @dominos. “We’ll know who you are, what pizza you want, your default location and payment,” Maloney says. “We send a ‘Sounds awesome, are you sure?’ You send a thumbs up.” But if you want to order something other than your favorite, you’re out of luck.
Maloney clears away the remains of our lunch (Pacific Veggie, thin crust) to show me option 12 on his phone: zero-click ordering. “This will freak you out,” he says. “What’s the easiest way to order? When you don’t have to do anything.” One day Maloney and Garcia were in the car with their ad guys, dreaming of how to one-up Amazon’s one-click ordering. Three months later they had their zero-click app, which does require one click to start. “Tap the Domino’s icon to open it and find my Easy Order,” Maloney says. That’s it. “I have 10 seconds before it automatically places the order.” A big countdown clock appears on Maloney’s screen. If he does nothing, his Easy Order, a 12-inch hand-tossed pizza, will be on its way to his home.
While Dominos is at the forefront of our fast food, it isn’t the only company to have paired food science and tech to deliver a product that is utterly craveable. The following are some of the best pieces in the past several years to capture this culinary shift. Read more…
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