Get Dominos pizza delivered fast: 15 minute guarantee

FIFTEEN minutes — that’s how long it’ll take to get a Domino’s pizza delivered, or you eat for free.

The tech-savvy fast food company is about to launch a quick-deliver guarantee hoped to enable Dominos to gobble up even more market share.

While pizza lays claim to roughly half the market share of the almighty burger, Dominos is on a mission to close the gap.

The company, which smashed its forecast by more than 50 per cent by recording a $64.05 million profit in the last financial year, aims to do this lure customers with “the most frictionless ordering experience possible”, enhanced by digital innovations like its new GPS driver tracker app.

Speaking to the company’s year-end results this morning, Dominos’ global chief executive Don Meij said lightning-speed delivery would wipe out competition from the drive-through giants.

“Why would you bother getting your tires dirty or talking to a speaker box when you can get a pizza delivered in 15 minutes, guaranteed?” he said.

“That is, to our knowledge, a world first.”

The offer, to be launched in the next three months, will be available across all Dominos outlets in Australia, with customers charged a $5 premium for 15-minute delivery, or $3 for 20 minutes.

Driver tracking software tracks the delivery from the time of the order to the moment the driver arrives at the customer’s door, and if they are even a second late a redeemable free pizza voucher will be handed over.

While the process was fully automated, Mr Meij said: “We’ll always err in favour of the customer for error.”

Dominos drivers started being tracked by GPS last month, with an app that allows customers to “watch the driver, Uber-style”.

“You know who the driver is, what they look like, what sport they follow, what music they’re listening to on the way over.”

Mr Meij said the appeal of ordering pizza had always been linked with its timeliness, and that technological innovations were making it even more efficient.

“We’re giving the customer back time,” he said.

“That’s why we’re seeing such good growth ... It’s not about speeding up how we make our product, it’s compressing other inefficient parts of the process. We’re really focused on slow where it matters and fast where it counts.”

The offering was the first of 40 new innovations on the cards, he said, with Dominos aiming to have 80 per cent of its customers placing their orders digitally within the next two to three years.

The company upgraded its website last month to make it easier to use on mobile devices, adapting to most screen sizes, and invested in third party tokenisation to make the digital payment process more secure.

Asked if the 15-minute promise would be realistic in the congested suburbs of Australia’s capital cities, Mr Meij was adamant that it would be viable in everyday traffic conditions.

“With more and more stores opening up, our delivery zones are getting smaller and smaller,” he said.

“Most of our customers are within a five to six minute radius ... I did a delivery shift for two hours a couple of weeks ago, and the border of the zone was eight minutes away.”

But for safety reasons, the offer would not be available in “extreme weather or traffic conditions”, he said.

It remains to be seen how the move will be received by franchisees.

Mr Meij would not be drawn on a Federal Court class action brought against rival Pizza Hut by its franchisees, who claim a price war with Dominos left them struggling to earn a crust.

“We have been winning market share over the last few years; it’s got to come from somewhere,” he said.

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