Franchisee Tom Peterson demonstrates a new Domino’s Pizza Inc. app, part of their digital ordering system, at a Domino’s “pizza theater” location in Jersey City, New Jersey.
Craig Warga | Bloomberg | Getty Images
For customers craving pizza while sunbathing on a beach or relaxing in a park, Domino’s Pizza wants to make delivery as easy as it is at home.
Domino’s Pizza has announced its new Pinpoint Delivery service, which allows customers nationwide to order to locations without a standard address. With this service, customers can track their orders in real-time using the company’s tracking service, access a driver’s GPS location, and receive text alerts about the delivery’s progress, according to a press release by the pizza giant.
“No address? No problem,” said Christopher Thomas-Moore, Domino’s senior vice president, and chief digital officer. “Domino’s is proud to be the first quick-service restaurant brand in the US to deliver food to customers with the drop of a pin.”
The soft launch of Pinpoint Delivery last week across all Domino’s stores nationwide received positive feedback from both customers and delivery drivers, according to Domino’s spokesperson Danielle Bulger.
The Pinpoint Delivery rollout marks the first time this pin-drop delivery technology will be available in US markets. Domino’s previously launched a similar service called Domino’s Anywhere through its master franchisee in Australia in 2017.
Despite the positive news, Domino’s shares saw a slight drop of more than 1% on Tuesday. However, they have experienced a surge of over 8% in the past five days.
Stifel analyst Chris O’Cull recently upgraded the pizza delivery company from hold to buy, citing the company’s ability to stabilize delivery sales and continue growing carryout sales to new record levels, as reported by CNBC.
The digital segment currently accounts for approximately 80% of Domino’s orders. Last year, Domino’s faced challenges in recruiting and retaining enough delivery drivers, which had a negative impact on sales.
To stay competitive in the food-delivery industry, Domino’s has been expanding its technology. The company has been testing pizza delivery robot cars in 2021 and recently integrated voice ordering through Apple’s CarPlay technology.
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