Domino's Pizza Tracker Mixes High-Tech With Super Bowl XLII - InformationWeek

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1/31/2008
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Domino's Pizza Tracker Mixes High-Tech With Super Bowl XLII

As the restaurant chain plans delivery of 1.2 million pies, the new service lets customers find out whether the pie is being prepared, baked, boxed, or en route.

Vegging out on game day just got a little easier.

Domino's just unveiled new technology that allows football fans to rest assured their pizza will arrive on time for opening kickoff during Super Bowl XLII. The technology works anytime, but the pizza chain is promoting heavily in the days leading up to the game.

Customers can pre-order their pizza online, or with mobile phones, and -- thanks to a "pizza tracker" unveiled Wednesday -- find out whether the pie is being prepared, baked, boxed, or en route, as long as they live near one of the 3,400 Domino's that rolled out the feature this week. The company said the system will be up in all stores by June 30.

The feature does not include GPS tracking of drivers, but customers can expect their deliveries in less than 10 minutes from the time it leaves the store.

Anyone who isn't satisfied with the speed of their order can complain through a rating system, which provides names of workers who take their orders and deliver the pie.

Super Bowl Sunday is one of the busiest days of the year for the chain, which plans to deliver more than 1.2 million pizzas that day. That's a third more than the typical Sunday. Delivery workers are expected to travel up to 4 million miles. Pepperoni toppings are always the most popular and they are expected for about 60% of the orders. Orders usually increase right before kick-off and right before halftime.

"Every night in the Domino's stores is a dress rehearsal for Super Bowl Sunday," Patrick Doyle, president of Domino's USA, said in a prepared statement. "Our team is ready to tackle the anticipated rush with smart hustle and precision. We're poised and ready to deliver a great game-day meal to millions of football fans nationwide."

Domino's said different game scenarios seem to affect sales, which rise when scores are close and viewers are glued to their television sets. New York and Boston-area Domino's stores will see high sales at the beginning of the game, but the city of the winning team will likely see higher sales at the end of the night, Domino's said. And, if New England wins, Domino's expects to see a higher sales increase in the cities of other major AFC teams.

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