Merchant Innovation

Domino’s Takes A Page From Uber With Tracker App

Drawing inspiration from Uber, Domino’s Pizza plans to roll out more than pizza dough this year.

Today, the pizza giant announced the launch of its GPS Driver Tracker, which will help keep tabs on Domino’s drivers, while also appeasing some of the company’s hungry consumers, who will no longer be left in the dark on the status of their pizza. On July 13, the franchise expects to launch the service in New Zealand and Australia, putting a real-time spin on pizza delivery.

Customers will be able to use their cellphones, tablets or TVs to track details such as their driver’s name, speed, what music the employee is listening to, and even details on the employee’s favorite sports team. Beyond helping the consumer know when to expect their pie, the service aims to encourage safe driving habits.

“We trialled the tracker technology in 50 Domino’s stores across Australia, in some stores for up to 18 months before launch and we watched the number of driver incidents reduce by 50 percent,” said Domino’s Group CEO and Managing Director Don Meij, according to the company’s press release.

According to The Wall Street Journal, Domino’s plans to expand the GPS Driver Tracker to the Netherlands by Christmas. Next year, WSJ said the service will expand to Japan, France and Belgium.

Domino’s partnered with Navman Wireless to develop the tracker.

Over the years, Australia has become a particularly strong market for Domino’s Pizza Enterprises. WSJ reported that the company’s shares in Australia “have risen eightfold since 2009, as the company rolled out hundreds of new stores to help cut pizza-delivery times, and embraced a digital-centered marketing strategy.”

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