Domino delivers next-generation online pizza apps

Pizza specialist Domino’s celebrates 10 years of online ordering in the UK this week, with the launch of new initiatives, like the Pizza Tracker, and an iPhone ordering application.

The Pizza Tracker has been available in the US since January 2008: it allows Web customers in the UK and Republic of Ireland to see where their pizza is at any time prior to delivery. Customers using the tracker can see a changing display that shows when the order has arrived at the store, when it is in the oven, when it is ready for collection or on the road, and when it’s been delivered, and the driver is safely back in the store.

“The tracker takes the angst out of those customers who have to know that their order has been received, cooked, and dispatched,” says Domino sales and marketing director Robin Auld. “The new iPhone app is accessed via the usual or sites. It offers a quick and easy way for iPhone users to get their Domino meals. It has all the functionality of Domino’s traditional online ordering, including meal deals; and as a weblink it comes free, rather than as a paid-for download.”

The tracker works by using the in-store point of sale system to send back data to Domino’s control centre when an event happens - e.g., when an order arrives at store, an order goes on to the ‘Makeline’, an order is clocked-off the Makeline, a driver clocks out with an order, a driver clocks back in.  These events are translated into where the pizza is on its journey and put into a message the customer can understand e.g., ‘It’s on the road’. The application is a based on Microsoft .NET and SQL technologies. 

“Growth in internet penetration over the last decade, has generated online sales [for Domino] for the last full year of £55.9m – and the platform now accounts for over 27 per cent of our delivered sales,” adds Domino’s Auld. “Pizza Tracker is a the ultimate toy for Web-based control freaks.”

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