Domino’s has updated its Tracker with more precise real-time tracking using new artificial intelligence technology, the company said in a Tuesday press release.
The company originally launched the Tracker in 2008 and claims that it has monitored more than 2.5 billion orders since then.
“For 18 years, we’ve been providing customers with the ability to track every step of their order, from when it's placed to when it's being made, placed in the oven and then ready for pickup or delivery,” said Mark Messing, Domino's vice president of global digital marketing. “Domino's was one of the first to launch what has become the gold standard in customer convenience across numerous industries.”
Backed by Domino’s proprietary technology, DomOS, the tracker now uses a custom AI-tracking engine that analyzes multiple real-time inputs from team members with machine learning to more accurately estimate times for delivery and pickup.
The Tracker will also offer “Live Activities” for iOS users, so they can view updates and order progress from their phone’s lock screen, including when the order is placed, when it is out for delivery and driver location updates.
The company has also simplified the stages by removing the quality check phase of the tracker. Orders progress instead from “placed,” to “make,” then “deliver” or “pickup,” and finally “mmm.” Domino’s said the tracker will have additional information displayed under it, according to the press release.
Customers will be able to see more details about their order, store information and view a step-by-step log of the order’s progress. Users can see what time their order was placed in the oven and what time the driver left the store, and be able to track the driver using GPS.
The Tracker can be viewed after an order is placed on the Domino’s app or on its website by clicking “Tracker.”
This update is part of the chain’s Hungry for MORE strategy to improve food quality and operational excellence, which Messing said also extends to its technology. During the past few quarters, the chain updated its e-commerce platform and mobile website. The updated website is outperforming its predecessor, CEO Russell Weiner said during the chain’s February earnings call. The company is planning a new version of its app this year, he added.
The chain is also testing a smart dispatch system that helps route orders in its stores. It monitors when a driver will be back from one delivery and ready for the next. If the system predicts a driver won’t be on hand in time to pick up an order, that order is held in the system and the store won’t see it until it fits into the store and driver’s workflow. This technology has been tested in six stores already, but Weiner said that deployment will likely increase.
