Big-Brother Pizza: Domino’s to Track Customers on Way to Stores

Creepy? Your pizza will be fresh and hot as you arrive, the company says. Photo: Luis Ascui “Time is the enemy of food”: Domino’s chief Don Meij. Photo: Jorge Branco
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High tech ambitions: Dominoe’s introduced a pizza delivery droid earlier this year.

Checking the progress online of your takeaway pizza is so 2006. Now you’re being tracked, too.

From next week, Domino’s Pizza will start using satellites to follow customers as they approach stores to pick up orders. By tracking pizza-lovers on the street, Domino’s can wait until the last moment to start cooking and ensure orders stay fresh, the company said.

The fast-food surveillance comes a decade after the pizza chain started to let customers track their own orders. The stock has soared more than 17-fold in 10 years, giving Domino’s a market value of $6 billion. The company is also testing delivery robots and high-speed ovens.

“Time is the enemy of food,” Domino’s CEO Don Meij said on Thursday at a news conference to announce the company’s latest technology projects. “The longer it sits on the rack, the lower the quality of that pizza.”

Meij started his three-decade career at Domino’s as a delivery driver.

From Monday on, customers who use their smartphones to order pick-up pizzas can choose to be followed by Domino’s tracking system. They can also specify whether they’re coming on foot, on bike or by car. Cooking starts when the map shows customers are within range, the company said.

Customers are only tracked for the duration of the order and aren’t followed for any other purpose, Chief Digital Officer Michael Gillespie said.

Domino’s Pizza Enterprises, which is based in Brisbane, is the biggest franchisee outside the US for the takeaway brand owned by Domino’s Pizza. In addition to outlets in Australia and New Zealand, it also operates chains in Japan and some European nations.

Bloomberg

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