(WBBM NEWSRADIO) — Pizza delivery is about to see a big change: No longer will hungry customers have to be home in order to get a fresh pie delivered. In fact, a new initiative from Domino’s could do away with the need for any address at all.
The pizza company is testing technology that will allow delivery workers to find patrons at any location. Domino’s calls it “Pinpoint Delivery.”
Here’s how it’ll work: If a customer orders food on the app, the delivery driver will find them based on a location they provide on a map.
The technology is undergoing a soft launch across all Domino's locations
Izzy Kharasch, president of Hospitality Works in Chicago, told the WBBM Noon Business Hour that the technology could be revolutionary.
“They’ll test market it and get it out there. I think they’re even test-marketing robot cars in Houston, so it’s going to be a very big deal once they get it working the way that they want.
Kharasch said the innovation would allow folks who, for example, are at Chicago’s North Avenue Beach, to place a pizza order right to their umbrella, towel or sand volleyball court.
“I look at it a little bit like when I got a touch screen computer; I said, ‘What do I need that for?’ and now I spend all my time touching my screen, so I think this is going to be substantial for Domino’s,” he said.
Kharasch added that he expects to see some GPS hiccups with the new technology, but ultimately he’s confident Domino’s will continue to fine-tune the technology until it’s fully reliable.
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