Pizza chain Domino's is looking to get the upper hand – and upper crust – on its competitors by employing location-tracking technology that lets them know exactly when to put pizzas in the oven so they're at their optimum as customers arrive to collect them.
Branches in Australia will be the first to roll out the GPS trial, in which a request is made to track the location of customers when they order through the Domino's app. This app will ask whether the collecting customer is travelling to the store by car, bicycle or on foot, and by seeing where they are it will be able to work out when to put their order in the oven so it's piping-hot upon their arrival.
It works by tracking the GPS on customers' mobile phones and will be particularly beneficial to anyone who gets stuck in traffic or inconveniently bumps into a friend on the way to a pick-up.
It adds to the technical revolutions already seen from the pizza purveyors including a real-time cooking update that it's been using for a few years now, and a delivery-robot prototype that was shown off to autonomously bring pizza to your doorstep at speeds of 20kmh (12mph) without the need for a driver.
The idea behind the GPS system is to streamline the ordering process. "50 to 60 percent of our business is pick-up or carry-out, so we wanted to create a GPS tracking system to try and align the customer with the product," Don Meij, group CEO and managing director of Domino's Pizza Enterprises, told CNBC.
Further idea-spinning to come out of the impressively creative Australian Domino's offering was a 'zero-click' ordering process whereby its app would automatically order the customer's favourite pizza as soon as it's opened. Customers would get 10 seconds to cancel the order in case they don't want it, but essentially it's designed for us to get a slice without having to lift a finger.