Domino’s launches GPS tracking of pizza

Ann Arbor, MI – Domino’s Pizza is piloting a test of GPS driver tracking in 27 corporate-owned stores throughout Phoenix, Ariz., and plans to expand the program later this spring.

Customers who order from one of these stores can track the location of their order and driver via a map from the order confirmation page of Dominos.com or the Domino’s app, the company said in a news release. They will also receive an estimated delivery time and can opt into SMS notifications that let them know when their order is about two minutes away.

“We’re excited to offer this feature to our customers,” said Dennis Maloney, senior vice-president and chief digital officer. “Transparency on orders that are out on the road makes a big difference to customers, as well as drivers and store managers. With GPS tracking everyone can have the best possible delivery experience.”

The piloted feature is designed to benefit both customers and delivery drivers, as it provides optional navigation and one-touch customer callback capabilities, Domino’s said. Store managers, meanwhile, will have a driver-tracking screen at the store that will show where all of their drivers are out on the road, allowing them to better manage store operations and make efficient deliveries.

The pilot will also be extended to select stores in three franchise markets later in the spring, including Lansing, Mich., Roanoke, Va. and the suburban Seattle–Tacoma, Wash., area.

In an interview published by Diginomica, CEO Ritch Allison has publicly refused to use third-party delivery services and stated his reasons.