Domino’s To Launch GPS Order Tracking Nationwide
Up against a rapidly growing food delivery selection available to consumers, the pizza retailer has been working to improve its delivery with high tech solutions like in-car ordering and self-driving cars.
Domino's began piloting GPS driver tracking in 27 corporate-owned stores throughout Phoenix, AZ, in April. The tech allows customers to track the location of their order and driver via a map from the order confirmation page of Dominos.com or the Domino's app. They receive an estimated delivery time and can opt into SMS notifications that let them know when their order is about two minutes away.
CEO Ritch Allison announced in the retailer’s recent earnings call the GPS tracking will be ready to launch to stores by the end of the year.
“This will be an innovation step that will bring even further transparency to the experience of tracking an order and I am pleased that we will be getting it off the ground very shortly.”
He noted later in the call that the retailer will continue to invest in technology.
“I am particularly excited about our rollout of GPS coming later in the year, which will once again put some fantastic technology not only in the hands of our customers to get better transparency into their pizza order, but also in a lot of ways, I am even more excited about the additional information that it will give our restaurant operators as they manage the efficiency around their delivery operations.”
Domino’s also announced recently a new pilot program in partnership with Nuro to deliver orders by a small, self-driving robot, which it will be testing in Huston this fall.
The retailer will also continue its multimarket testing of DOM voice order taking, now in over 40 company owned stores.
“Across these and other initiatives, rest assured that we will not slow down,” said Allison. “We will continue to invest and innovate aggressively to stay at the forefront of our industry.”