Domino’s Pizza Inc. has announced the introduction of Pinpoint Delivery, a groundbreaking technology that allows customers to drop a pin on a map in the Domino’s app and have their pizza delivered to that precise location. This new feature builds upon the success of Hotspots, a service launched in 2018 that enabled pizza delivery to 150,000 unconventional locations without traditional addresses.
With Pinpoint Delivery, customers now have the convenience of receiving their favorite menu items at countless hyper-local spots, such as parks and beaches, thanks to dynamically generated delivery points. The innovative technology not only allows customers to track their orders using the renowned Domino’s Tracker but also provides real-time updates on the driver’s GPS location and sends text alerts throughout the delivery process.
To promote Pinpoint Delivery, Domino’s has partnered with its agency of record, WorkInProgress, to launch an integrated campaign starting on June 26. The campaign will be featured across linear, connected, and digital channels until August, aiming to showcase the unparalleled convenience and flexibility offered by this new delivery innovation.
As Christopher Thomas-Moore, Domino’s Senior Vice President and Chief Digital Officer, stated, “Domino’s is proud to be the first quick-service restaurant brand in the U.S. to deliver food to customers with the drop of a pin. With Domino’s Pinpoint Delivery, customers can get their favorite menu items just about wherever their adventure takes them — whether they’re soaking up the sun at a beach or having a picnic with friends in the park.”
Pinpoint Delivery leverages Google Maps technology, integrating seamlessly with Domino’s existing innovations such as the popular tracker. Customers can now drop a pin on the map within the Domino’s app, set their delivery location, and enjoy a hassle-free experience with features like driver GPS locations and estimated wait times communicated through text updates.
The integrated campaign developed with AOR WorkInProgress showcases the concept of “piedivers,” who descend from the sky to deliver pizzas, and will include 15- and 30-second versions of commercials. The campaign will be visible across multiple channels until August, capitalizing on the peak season for outdoor pizza consumption at parks, beaches, sports fields, and more.
Pinpoint Delivery represents Domino’s latest tech-enabled offering, following the successful launch of an iOS app on Apple CarPlay earlier this year, enabling customers to conveniently order meals from their cars. In 2022, Domino’s garnered significant attention with their “Stranger Things” collaboration, featuring a mind-controlling ordering app.
The introduction of Pinpoint Delivery aligns with Domino’s ongoing commitment to driving innovation and enhancing customer experience. In the first quarter of 2023, Domino’s U.S. same-store sales saw a growth of 3.6%, while global retail sales increased by 5.9%. CEO Russell Weiner attributed this growth to a focus on value and an accelerated pace of innovation within the company.