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Here’s Why Domino’s Wants to Start Tracking Its Customers

Domino's Reports Almost 20 Percent Increase In Quarterly ProfitsDomino's Reports Almost 20 Percent Increase In Quarterly Profits
The Domino's logoPhotograph by Justin Sullivan — Getty Images

Domino’s (DPZ) is launching a new feature in Australia to track customers via their smartphones.

The company’s Australia arm is reportedly asking customers who use its smartphone apps for access to location information for the feature, which is being called “on-time cooking,” CNBC reported.

The reason behind the move is so a Domino’s franchise can begin cooking the pizza in time for the customer’s arrival. This means that the food will be be fresh and hot from the oven when the person gets to the location, the publication reported.

“50 to 60 percent of our business is pick-up or carry-out, so we wanted to create a GPS tracking system to try and align the customer with the product,” said Don Meij, group CEO and managing director of Domino’s Pizza in Australia, in an interview with CNBC.

 

Meij also said in the interview that Domino’s would be cutting delivery time to 10 minutes first in Australia, along with New Zealand, Japan, and Europe, according to CNBC.

In March, the pizza chain started testing a robot to help deliver pizza called DRU, or Domino’s Robotic Unit, as Fortune wrote about.