YOU can now track your pizza from the time the order is placed until it arrives at your doorstep, thanks to the new Domino’s Pizza GPS tracker.
This is just one of the new and enhanced features offered via the updated mobile app and website.
In an interview, Domino’s Pizza Malaysia and Singapore operations deputy president Shamsul Amree Ab Rahman and marketing senior vice-president Linda Hassan talked about the evolution of Domino’s technology and how it is utilised as an integrated solution for operations and better customer experience.
According to Shamsul, with the enhanced GPS tracker, available on the website and mobile app, customers could track every step from the moment they place their order.
This, he said, offered customers peace of mind.
“What’s the hardest part when you order pizza? The waiting.
“With the GPS tracker, you are able to manage your time. If you know there is a 10-minute waiting time, you will be able to use that time to do something instead of just waiting around, wondering when the delivery person will arrive, ” said Shamsul.
The previous tracking system only allowed customers to track the process up until the pizza is made and sent out.
“Previously, you would not be able to track when it is out on delivery; now it is fully connected. You can find out who is the rider and which route they are taking.
“We believe we are the first in Malaysia and possibly in Asia to offer such technology, ” he added.
Domino’s Pizza is a global brand that operates in 80 countries. It has 243 stores in Malaysia.
Linda said Malaysia was among the top 16 Domino’s Pizza in the world.
“Last year we introduced the tag line ‘it’s all about you’. We aim to improve our customers’ experience.
“We are not just selling pizza, we are selling an experience. We are customer-focused, ” she said.
“We believe in our own delivery system. Our own riders deliver the food, we do not hire a third-party service for delivery. They are trained on hygiene and customer service, ” she added.
Shamsul said Domino’s Pizza continued to offer a 30-minute delivery guarantee.
“Our average delivery time is 24 minutes, we have even managed to deliver within 20 minutes.”
According to Linda, the mobile app was launched on Nov 20 and downloaded by more than 60,000 users within two weeks.
“There are many customisable features in the app. Customers can now order two weeks in advance when previously it was just one week in advance.
“Our business model is about delivery and online ordering accounts for 80% to 90% of the delivery business.
“With that, we know that there is a lot of demand for online ordering as it offers convenience to our customers, ” said Linda.
Other new features include allowing customers to order without registering, “click and collect” to enable them to skip the queue in-store when ordering online or via the app, as well as an e-wallet option to allow customers to go cashless.
There is also the pizza builder function that lets you customise the pizza to your preference, Linda said.
“For all these, we need a stable engine in the back-end and for the past year, we have created a strong engine.
“This is a collaboration between the US team and a local tech developer, hence we are also providing an opportunity to enrich local vendors, ” she added.
Linda said Domino’s Pizza in Malaysia had, for the past 10 years, been upgrading its systems. It is currently in the fourth version, deemed to be more user-friendly.
The pizza chain has more features in the planning stage.
“This is the first phase of bigger things in the future, ” Shamsul said.
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