Making Domino’s Tracker Ubiquitous In Tech & Culture
Before we jump in, need to be clear, I did not invent the Domino’s Pizza Tracker. Wish I did, but what I was part of making it a bigger part of Domino’s IP in culture and a proof point of our honesty and transparency strategy. We focused on making it more ubiquitous with all our digital ordering innovations, and within culture.
Giving Pizza Tracker An Audible Experience
Thanks to research on how users interact with Pizza Tracker, we noticed most people didn’t actually watch the tracker post order. They opened another tab and left the computer to do other things.
So we integrated audible alerts throughout the pizza tracker experience to keep people informed on their order when away from tracker. We took this an opportunity to have some fun. So we created a series of audible tracker themes throughout the years to keep it exciting.
Hair Metal Theme
Romance Novel Theme
March Madness
Tracker became a perfect platform to fulfill brand partnerships and also utilize for new partnerships.
Tracking Not Only Pizza, But Customer Feedback – Good & Bad
Part of Domino’s Tracker is also to give customers a place to give their feedback on the pizza when it’s delivered. We wanted to know the good and the bad in order to improve the experience and pizza.
To bring more awareness of Pizza Tracker we utilized the feedback functionality to tell another honest and transparent brand story. In this campaign, we put customer pizza reviews, good or bad, on a billboard in the most public place in the world, Times Square.
Live Streaming the Domino’s Tracker
Then we streamed it live online for people to see their real review show up on the billboard.
Most restaurants don't want people to see what’s in the kitchen. It's usually because they have something to hide. Not Domino's, they're all about honesty and transparency. Even after three years after a YouTube PR nightmare, now called "Boogergate," we did what no other restaurant has done and returned with cameras of our own and streamed live and uncut from a real Domino's store.
Domino’s Live was created, part beta test for Domino’s Tracker, part proof we had nothing to hide and that we take pride in making every single pizza by hand.
Domino’s Live
Domino’s Live Case Study
Watch 5 Live Cameras From A Real Domino's Store
From watching the dough station to the pizzas coming out of the oven. People could see the whole process from start to finish.
Giving Pizza Makers a Virtual Thumbs Up
To add a layer of realness and fun, we let people even interact with the pizza makers in-store. With every Facebook like Domino's Live got. The pizza makers would see who liked it on the Like Light in-store, and in return, they'd wave or give a thumbs-up to the viewers.
375 Million+ Earned Media Impressions
1,000,000+ Stream Views in 4 Weeks
13,000 “Like Light” Thumbs Up
Unprompted Coverage on Late Night Talks - Conan & Jimmy Fallon
A Ubiquitous Redesign
As we kept moving Domino’s more into a tech company mindset, part of this was bringing Domino’s Tracker into that mindset too. We redesigned the tracker to be more user-friendly, modern, and more importantly able to coded into any device.
MORE TRACKER EXTENSIONS
Here are more strategies and ideas I helped create and plan for while leading Domino’s. Didn’t see the final product through execution as I left to start the agency WorkInProgress - AOR now for Domino’s
GPS TRACKER
In a time before a now obvious feature, we pushed for having the “Delivery” stage of Tracker show exactly where your pizza is on the map, like Uber, on its journey to people’s doors. However, due to a lawsuit during the 30 minutes or Less era in the 80s/90s, having a GPS device was not advised by legal. Happy thats no longer a concern and it finally launched.
IFTTT
Early on in our Domino’s Digital Transformation push, we wanted to be part of every occasion and need to order pizza for people. But instead of trying to make ALL those potential occasions, we thought it would be better to give the world the opportunity to create new pizza-ordering occasions. Using the IFTTT (If This Then That) platform. On this platform, people can create new ways for their apps to interact. So say you land from a flight and want to have pizza delivered when you get home. People can use IFTTT to create a way for them to trigger a pizza order when they land thanks to your airline app.
