And happiness is merely the proximity of our expectations to our reality. But to this I say: who cares? Domino’s proactively manages my expectations. Several blogs have openly called the Pizza Tracker a “fraud,” alleging the site merely repeats a slightly modified GIF to distract us while the process continues more or less independently of the technology (this has since been mostly debunked).
Still, the Tracker isn’t without controversy. But tell that to Domino’s IT team, which grew from 125 to 300 in the past three years. Ask the average Domino’s customer if they see the pizza chain as an innovative technology company (although if you think about it, Uber is merely a Pizza Tracker for taxis), and you’re bound to receive blank stares. Since launching in 2008, digital sales at the chain have topped $1 billion, at a time when Domino’s competitors have been slow to adapt to online sales. Agonizing over where and when the box of joy would arrive.Ĭonsequently, I’m not alone.Shouting over ‘friends’ demanding gross vegetable toppings.Explaining my order to a judgmental teenager.Like Apple has done in music and telecommunications, Domino’s artistically blended function with design.įrom its inception I loved the Domino’s Pizza Tracker® because it was kitchy and fun, but genuinely because it eliminated everything I hated about ordering over the phone: Even if you’ve never experienced the joy of watching Pete prep your pizza, chances are you’ve heard about the online tool that enables Domino’s customers to follow the progress of their order from the time they click the "Place Order" button until the miracle is delivered. When I look back at disruptive technology of the past decade, two products come to mind: the iPhone-which sparked the smartphone revolution-and Domino’s Pizza Tracker®, which sparked my obsession with ordering pizza.
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