It’s also no secret why Domino’s latest campaign centers on “delivery insurance,” or the concept that the chain cares more about quality. Allison said it’s a message that puts “our money where our mouth is,” and allows for real-time feedback at the store level.
Fortressing is a carryout strategy as well, and Domino’s added variety to its $7.99 carryout deal to drive orders and ticket to the segment, which is approaching 45 percent of total domestic orders. It then unveiled a 20 percent off late-night deal to combat further third-party intrusion. Domino’s had never tried incremental value dedicated to the 9 p.m. and later daypart—where aggregators enjoy heavy volume.
GPS tracking is ready for its close up
That 60 percent employee IT split? They developed a GPS delivery tracking system in-house that tested throughout 2019. By October, it was in place in a combination of 400 corporate and franchised stores across the U.S. after an Arizona pilot in late April, when Domino’s tried it at 27 corporate stores throughout Phoenix. Operators could purchase the system at an undisclosed cost.
And it appears they are.
Domino’s announced Monday morning that about a quarter of locations nationwide will have it in place by the end of the year, which is fast approaching. “A significant portion” of the remaining stores are expected to have GPS delivery tracking available in 2020, the company added.
"We know that customers love Domino's Tracker and the ability to monitor their orders in the store. Now they will also be able to watch their orders on the way to their house with our delivery tracker," said Dennis Maloney, Domino's senior vice president and chief digital officer, in a statement, "Customers are not the only ones who love the technology—store managers and delivery experts do as well because of the transparency it provides and how it improves the delivery experience for everyone."