With its landmark Pizza Tracker feature that changed the delivery market years ago—but is only based on timing estimates—Domino’s is taking its tracking even further with a pilot test of GPS driver tracking that it’s testing in 27 company-owned stores in the Phoenix market.
Phoenicians who order from one of the participating stores can track the location of their order and driver via a map from the order confirmation page of the Domino’s site or mobile app. 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.
“Transparency on orders that are out on the road makes a big difference to customers, as well as drivers and store managers,” said Dennis Maloney, senior vice president and chief digital officer.
This piloted feature also benefits the company’s delivery drivers, as it provides optional navigation and one-touch customer callback capabilities. Store managers 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 operations and make more efficient deliveries.
The pilot will also be extended to select stores in three franchise markets later in the spring, including Lansing, Michigan; Roanoke, Virginia; and the suburban Seattle-Tacoma, Washington area.
In other news, CEO Ritch Allison has reportedly stated that Domino’s plans to expand to 24,000 stores to reduce delivery times. With more than 14,850 locations at year-end 2017, Domino’s is the seventh largest U.S.-based franchise, according to the Franchise Times Top 200+ ranking.
