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Domino's pops the hood on GPS Driver Tracker

Innovation Insight

Engine Basics

With Domino’s Pizza Enterprises Limited (Domino’s) recently launching the GPS Driver Tracker technology into all stores across Australia, we pop the hood of Australia’s fastest growing, popular delivery vehicles to find out what’s driving the innovation behind the recently launched technology.

Domino’s Group CEO and Managing Director, Don Meij said the Company’s recently launched GPS Driver Tracker technology was designed with safety in mind but we take a closer look at what it’s all about and find out more about the innovative technology.

Domino’s GPS Driver Tracker links the online ordering experience with the store delivery driver so customers know exactly when their pizza order is leaving the store and how long it will take to get to their house. In fact, it provides the customer access to watch the route the driver takes to get to their place in real-time.

In a nutshell it’s an evolution of the Company’s Live Pizza Tracker, designed to give customers back their time and answer the age old question, ’where is my pizza and when will it arrive?’

On average there’s approximately 7-8 GPS trackers per store, however some of the busier Domino’s locations such as Belconnen Domino’s have approximately 30-40 devices in store.

Under the Hood

Every delivery driver is assigned to a specific vehicle and when a customer’s order is complete, the staff member (and their profile) check the order out of the store so their GPS Tracker is attached to the customer’s order.
This means the customer can now view the driver’s profile. This includes their name, the favourite pizza, favourite music, favourite sport and a photograph of the driver.

There are a few different ways the technology works without a vehicle. For the drivers who drive their own cars the GPS Driver Tracker technology is embedded within the car toppers – so you will start to see a lot more illuminated Domino’s signs on the streets – another great marketing avenue for the delivery experts.

For Domino’s scooters, company cars and electric bikes, the technology is hardwired into chassis of the vehicle.

With the technology active, Domino’s stores can now record and measure a lot of data they never before had transparency over. This includes the exact time it took to do the delivery, even down to the second. They can see the route the driver took to get to the destination and compare that with the optimum way to go, which is worked out by distance, time and traffic.

Stores can also visually see the speed the driver is doing and receive alerts if a staff member is going over the speed limit. At any stage a detailed second by second report can be produced with the technology enabling Domino’s delivery drivers to operate safely within the speed limit at all times. It can also notify managers if a driver has been stopped unexpectedly for long periods of time. The technology is extremely accurate with travel speed.

The company worked closely with a team of experts, including global GPS specialists, Navman Wireless for months tailoring a solution to meet the needs of Australia’s fastest growing pizza delivery company.

Driving Forward

What the technology means for the QSR and takeaway industry is still too early to tell however early stages of the technology has revealed an openness and transparency to the customer that’s never been seen before. Knowing exactly where your food is at all times and who it is delivering it could become the standard for QSR restaurants.

It also helps increase the customer experience – where once you would develop a relationship with the staff if you shop there regularly you can now develop a relationship with your delivery driver. The engagement created via the GPS Driver Tracker’s customer portal also means pizza lovers can answer interesting questions about Domino’s and all things pizza!

The GPS Driver Tracker technology is simply scratching the surface of what’s possible in the GPS space and, with the Company continuing to build on the technology over the next 12 months, the benefits to the customer are only set to grow.