If you ask Kate Trumbull, chief brand officer, at Domino’s Pizza what kind of wine she drinks while eating Domino’s pepperoni pizza, lava cake or parmesan bread bites, it’s rosé.
On the stage at Brand Innovators Beach Stage at Cannes, Trumbull was not only excited about rose. She also used the stage to break the news that the QSR chain has just introduced Domino’s Pinpoint Delivery: a new technology that lets customers order a pizza from anywhere. In other words, you no longer need an address to get a pizza. Consumers can get a Domino’s delivery at a playground, a beach or a tennis court. They simply have to drop a pin on the map and the delivery person will show up with dinner.
Domino’s is known for focusing on making the consumer experience easy. Whether that is easing the pick up option – a unique take for a delivery brand – as well as letting customers order pizzas using an emoji, which entailed tweeting a pizza emoji at a restaurant to place an order (a creative execution that earned the brand a Cannes Lions). The brand took things a step further last year with a partnership with Netflix’s iconic Stranger Things show with a Domino’s Mind Ordering App, that allowed users to “order pizza with your mind.”
The new Domino’s Pinpoint Delivery tool will also allow consumers to order with the Domino’s Tracker, which gives people access to their driver’s GPS location, like they would an uber, and receive an estimated time of arrival and receive text alerts about their delivery. Once a driver arrives at the designated location, the customer will receive an alert upon delivery which can be turned into a visual signal on their phone, so the driver can find them.
Like many panels at Cannes, Trumbull also talked about the impacts of AI. “There is no doubt it is the No. 1 hot topic and it will transform a business. It has a huge opportunity to impact Domino’s,” she said. The brand has been using it for years in the marketing stack but is now looking at ways the tech can help innovate the business in terms of ordering and delivery.
“We are on a journey to build the right strategy and are committed to building things that drive true value for consumers and the business,” she added.