Dive Brief:

• Domino’s Pizza Inc. today (June 19) unveiled Pinpoint Delivery, a new technology that allows users of the chain’s app to have pizza delivered to a pin dropped on a map, per details shared with Marketing Dive.
• The tech allows customers to receive their order at “a countless number of dynamically created hyper-local spots,” such as parks and beaches, track their order with Domino's Tracker, see their driver’s GPS location and receive text alerts.
• To promote Pinpoint Delivery — an evolution of its Hotspots technology —  Domino’s and agency of record (AOR) WorkInProgress on June 26 will launch an integrated campaign that will run across linear, connected and digital channels through August.

Dive Insight:

Domino’s has long billed itself as an “e-commerce company that happens to sell pizza,” and its latest tech innovation stays true to that ethos. Pinpoint Delivery also builds on Hotspots, a feature launched in 2018 that helped consumers have pizza delivered to 150,000 locations without traditional addresses, extending the capability to virtually anywhere.

“Domino’s is proud to be the first quick-service restaurant brand in the U.S. to deliver food to customers with the drop of a pin,” said Christopher Thomas-Moore, Domino’s senior vice president and chief digital officer, in a statement. “With Domino’s Pinpoint Delivery, customers can get their favorite menu items just about wherever their adventure takes them — whether they’re soaking up the sun at a beach or having a picnic with friends in the park.”

Domino’s will leverage Google Maps technology to allow users of its app to drop a pin on a map to set their delivery location. The tech ties in with previous innovations, such as the chain’s famous tracker, as well as providing drivers’ GPS locations, wait times and text updates.

Pinpoint Delivery is the focus of an integrated campaign crafted with AOR WorkInProgress. New spots, in 15- and 30-second versions, show so-called “piedivers” falling from the sky to deliver pizza. The campaign effort will run across a variety of channels through August — a key season for outdoor pizza delivery at parks, beaches, sports fields and beyond.

Domino’s Pinpoint Delivery is the latest tech-enabled offering from the pizza marketer. Earlier this year, the chain rolled out an iOS app on Apple CarPlay that gives consumers the ability to order a meal from their car. In 2022, Domino’s notched one of the year’s most memorable campaigns with a “Stranger Things” tie-up that featured a “mind ordering” app.

Domino’s U.S. same-store sales grew 3.6% during the first quarter of 2023, with global retail sales growing 5.9%. CEO Russell Weiner attributed the growth to a focus on driving value and stepping up the chain’s pace of innovation.