Domino’s Now Tracking Customers in Addition to Its Pizza
4 Aug 2016Domino’s Pizza Enterprises is launching its “On Time Cooking” idea in Australia. Customers who order their pizza through a smartphone (and choose to be tracked) will be tracked en route to the time they arrive at the store to pick up their pizza.
Domino’s Managing Director and Group CEO Don Meij spoke in Sydney saying the concept behind this idea was to make sure the customer always received their food hot and that it didn’t get cold from sitting around in the store while the customer was on their way.
While the customer places their order, they will let Domino’s know how they will get to the store and only after they enter the ‘Cook Zone’ which is an up-to-date virtual zone around the store representing the store’s current lead time, will Domino’s begin on the customer’s order.
When the customer tells Domino’s they are walking to the store (or traveling by bike or car), a notification will be sent to Domino’s when the customer enters the ‘Cook Zone’ using their smartwatch device or smartphone which sends GPS tracking data to the store.
Domino’s has already had GPS driver tracking capabilities for the past 10 years. No On Time Cooking is an extension of this and makes cooking the pizza time more precise to when the customer will actually pick it up.
With this GPS tracking capability, Dominos will now be able to determine the exact time the customer will arrive for their pizza in real-time and cook their pizza accordingly, depending on the predetermined cook zone data the customer enters and how they plan on arriving.
Michael Gillespie, the chief digital officer of Domino’s, said tracking is based on the consent of the customer and will be undertaken in a couple of ways. If customers use their mobile phone or consent to being tracked through a mobile device, then Dominos can adjust their cooking time according to the customer’s pre-determined exact location.
If a customer orders through a desktop PC or if they choose not to be tracked, Domino’s can still use data and algorithms around the location of the customer and their method of transportation to decide on a proper cooking time. Domino’s can also send the customer a text once they put their pizza in the oven.
Customer consent and privacy is paramount, says Gillespie. Any information used for On-Time Cooking will be for that experience only at that specific time.
June 13 is the date that On-Time Cooking was launched and where all ordering platforms will have the embedded capability.
Comments are closed.