Domino’s Ups Its Convenience Factor With Pinpoint Pizza Delivery

Customers can drop a pin to identify their location, and Domino’s will bring their pizza to them—nearly anywhere.

June 22, 2023

Domino’s Pizza wants to bring more convenience to its delivery customers through its Domino's Pinpoint Delivery—a new technology that allows customers to receive a delivery nearly anywhere, including places like parks, baseball fields and beaches. Customers with the Domino's app can select Domino's Pinpoint Delivery and drop a pin on the map to get pizza delivered where they are.

"Domino's is proud to be the first quick-service restaurant brand in the United States to deliver food to customers with the drop of a pin," said Christopher Thomas-Moore, Domino's senior vice president–chief digital officer. "We're always striving to make customers' experiences even better and more convenient, and Domino's Pinpoint Delivery does exactly that."

With Domino's Pinpoint Delivery, customers can receive their order at a number of hyper-local spots without a typical address. Domino's Pinpoint Delivery allows customers to track their order with Domino's Tracker, see their driver's GPS location, view an estimated time of arrival and receive text alerts about their delivery. Domino's will also alert customers when their delivery person arrives at the pinned location, at which time they can activate a visual signal on their phone, which will help the driver spot them.

Digital orders make up 30.7% of total food orders, according to Paytronix’s The Online Ordering Report: 2023, which also found that digital ordering for food has two distinct channels—delivery and takeout—with broadly differing audiences.

Among the findings is the need for brands to communicate directly with their digital guests. Brands saw a profound shift in customer behavior when reviewers received a response, even when the response was generated by AI. When guests heard back, they ordered 23% more and left higher ratings.

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