Domino’s Pizza has introduced a new technology that allows customers to receive a delivery almost anywhere, ranging from parks and baseball fields to beaches. The Pinpoint Delivery feature lets customers drop a pin of their location in Google Maps from within Domino’s mobile app and track their order in real time using the company’s tracking service, access a driver’s GPS location and receive text alerts about the delivery’s progress. Customers can order pizza while at the beach, park, pool, or even from their campsite without needing a specific address.
The Pinpoint Delivery service is available nationwide for all Domino’s stores at no extra cost to the customer. However, there are some limitations to the service. Customers have only four minutes to meet their driver at the designated pickup spot, which must be close to a street and within a store’s delivery zone. The service is based on a similar pin-drop delivery technology called 'Dominos Anywhere' that was launched in Australia in 2017. Domino’s is the first quick-service restaurant brand in the U.S. to offer this kind of delivery option.
No-Address Delivery Services
Domino's New Pinpoint Delivery Feature can Bring Pizza Anywhere
Trend Themes
1. On-demand Delivery - The introduction of Domino's Pinpoint Delivery feature highlights the growing trend of on-demand delivery services that allow customers to receive deliveries in non-traditional locations.
2. Location-based Technology - The use of pin-drop technology and real-time tracking in Domino's Pinpoint Delivery feature showcases the increasing adoption of location-based technology in the delivery industry.
3. Seamless Customer Experience - Domino's Pinpoint Delivery feature provides a seamless customer experience by allowing customers to order and track their pizza delivery without needing a specific address, indicating the trend towards personalized and convenient services.
Industry Implications
1. Food Delivery - The Pinpoint Delivery feature by Domino's represents a disruptive innovation opportunity within the food delivery industry, enabling deliveries to be made to unconventional locations with ease.
2. Location-based Services - The use of pin-drop technology and real-time tracking in Domino's Pinpoint Delivery feature creates opportunities for disruptive innovation within the location-based services industry, allowing businesses to offer tailored delivery solutions in various contexts.
3. Mobile Apps - The integration of the Pinpoint Delivery feature in Domino's mobile app highlights the potential for disruptive innovation within the mobile app industry, as businesses strive to enhance convenience and provide personalized experiences for their customers.