Domino’s Pie Pass Lets BOPIS Customers Skip the Line

Lisa Johnston
Editor-in-Chief, CGT
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Domino's is giving BOPIS the VIP treatment.

The pizza company is letting those who buy-online-pickup-in-store skip the line when they arrive. Termed Pie Pass, carryout customers who order and pay online or via the app can check in on the Domino's Tracker or order confirmation page. This will give the store associates a head start on making sure the order is ready to go.

When customers arrive, they’ll be greeted by name on an in-store digital menu board, and associates will be ready to hand off the order.

"We know that carryout customers value speed and simplicity, and that is exactly what they'll receive with Pie Pass," said Dennis Maloney, Domino's senior vice president and chief innovation officer. "Gone are the days of waiting for your carryout order — now when customers arrive at the store, they'll be greeted by name on our digital signage and handed their order. It's the ultimate VIP carryout experience where customers don't have to be a regular customer to be treated like one."

Domino’s is promoting Pie Pass with a “Cheers”-themed TV ad. The ad features Norm (played by George Wendt) walking down the stairs to enter Domino's, shocked to find out, for once, nobody knows his name.