Does waiting for your pizza seem agonizing? Well, it seems that Domino’s has taken heed of the needs of its customers to get minute by minute updates of their order. This helps to keep things a bit simple and makes it a less agonizing experience for all. The company is considering the creation of this feature for its dedicated app after being inspired by Uber’s ridesharing app that allows you to keep a track of your cab in real time via a map. However, do not get excited just yet. It would be rolled out during summer this year.
A sample rendition of the new tracking feature for Domino’s mobile app
As reported by Wall Street Journal, “the GPS Driver Tracker will only be available in certain countries, beginning with Australia and New Zealand”. The tracker would display the current position of the delivery personnel / driver with real time position tracking on a map. Since monitoring would become more transparent with this feature, it is possible for drivers to feel compelled to reach the destination as fast as possible. This could lead to erratic and reckless driving, resulting in increased risk of accidents.
In order to deter this, the Domino’s app will reveal the drivers’ names to customers, as well as how fast they’re driving. The company also hopes to add more fun elements in this tracking feature which would help the customers to know about the “personal aspect” of the delivery personnel. The fun facts could include information like their favourite sports teams and what music they listened to on the way over.
Don Meij, CEO of Domino’s Australia, told WSJ, “In the delivery business, it’s a dark spot. Now, it’ll be fully disclosed and transparent. There’s a lot of behaviour you can learn about and change as a result.” While the app would definitely give customers some peace with respect to real time tracking of their orders, it would also help the company to ensure proper road safety during order delivery. A test conducted at 50 Dominos stores for one and a half years revealed that the integration of the “driver tracker” reduced potentially dangerous habits such as speeding and taking corners too quickly by 50%.
The tracker is a much needed integration for brands that are delivery-focused. Not only would it ensure that the drivers adhere to road safety rules, but it would also provide some relief to the customers who wait so eagerly for their orders. After all, when you want a delicious cheesy pizza, patience is one thing that you definitely won’t have!
The app would be brought out in Australia and New Zealand by the end of July this year. The Netherlands can expect this feature to be rolled out by Christmas while Japan, France and Belgium would receive it by the end of 2016. Let’s see if and when pizza lovers in India get this amazing feature in Domino’s mobile app.