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Domino’s is testing GPS driver tracking

The Phoenix test, expected to be expanded to additional markets this spring, will allow customers and store managers to track drivers.
Photograph courtesy of Domino's Pizza

The company that brought the pizza tracker to the market is adding something new: driver tracking.

Domino’s Pizza said Monday that it is testing GPS driver tracking at 27 company-owned locations in Phoenix, a program that would give the company the same technology as many third-party delivery companies.

Customers who order from one of the Phoenix locations will be able to track the location of their order and driver through a map on the order confirmation page of either the Domino’s website or its mobile app. Customers will also get an estimated delivery time and can receive notifications when their pizza is two minutes away.

“Transparency on orders that are out on the road makes a big difference to customers, as well as drivers and store managers,” Domino’s Chief Digital Officer Dennis Maloney said in a statement.

Domino’s has been working to make its offering more competitive, not only to solidify its position as the country’s largest pizza chain but also as a response to a growing demand for third-party delivery.

The Ann Arbor, Mich.-based chain plans to add 2,000 locations in the U.S. over the coming years as part of a “fortressing” strategy designed to make its deliveries more efficient—in part to improve quality of delivery as demand for such orders grows. Domino’s operates 5,500 locations in the U.S.

Domino’s said last week that promotions from third-party services limited its same-store sales growth last quarter.

The company said Monday that GPS tracking should be able to benefit drivers, providing them with optional navigation and one-touch customer callback. Store managers will also have a driver-tracking screen inside the store.

The company said it plans to expand the test to three franchise markets this spring: Lansing, Mich.; Roanoke, Va.; and Seattle.

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