Domino’s Pizza has added over 150,000 delivery spots in the United States that do not possess traditional addresses. These include beaches, parks as well as other destinations. According to the executives of the restaurant chain the development will assist in promoting sales growth since the new delivery spots will offer convenience to customers.
“This is a really big delivery innovation. It’s not necessarily a brand-new technology. It’s the application of technology in a new way,” the chief digital officer of Domino’s Pizza, Dennis Maloney, said.
Previously it was possible for customers to get their online orders delivered to offbeat locations but the development will now see drop-off points being established. Customers will be able to find these locations via their smartphones and make their orders from the website of the restaurant chain. In the past orders to offbeat locations could only be made via the telephone.
To have pizza delivered to offbeat locations all that customers have to do is pre-pay and then pick a location. Customers will also have the option of adding instructions meant to assist drivers in identifying them. The restaurant chain will send messages to the customers to update them on the status of their order and this will include estimated arrival times. Those making orders will be required to supply mobile phone numbers for use in case of a hiccup.
Domino’s Pizza did not reveal how much it invested in the project though the restaurant chain disclosed that there were no immediate plans of hiring extra delivery drivers. About 60% of all orders made to Domino’s Pizza are via digital means. The restaurant chain delivers about 65% of the overall orders.
Third-party delivery services
In the next five years sales in the United States from third-party grocery and restaurant delivery services are projected to nearly double. They will thus outpace the growth that will be experienced in the food sector. According to Pentallect, a strategy firm, sales in the 3rd-party food delivery sector will grow to reach a figure of $24.5 billion by the year 2022 from $13 billion in 2017. The sector is enjoying an annual growth rate of 13.5% compared to an annual growth rate of 3% recording in the overall U.S. food industry.
Restaurant delivery firms such as DoorDash, UberEats and GrubHub are locked in a fierce competitive battle to win in a segment which was once dominated by pizza chains such as Pizza Hut, Papa John’s and Domino’s.