By Ben Coley
Domino’s pizza tracker has an AI brain now, allowing the top chain to tighten its digital grip on the delivery/carryout market.
Domino’s announced on Tuesday some major upgrades to its pizza tracker tech, including new AI enhancements and a sleeker, modernized look.
The world’s largest pizza chain first introduced this innovation in 2008 and has tracked more than 2.5 billion orders since then.
Now, customers will have more information about their carryout or delivery order. With one click, guests can access further details, store information and a precise, step-by-step breakdown of how their order is progressing. More specifically, consumers can see when their order was placed in the oven, when a delivery driver departed from the store, and track the driver’s progress via GPS.
At the same time, Domino’s is using AI technology—filled with real-time inputs from employees and machine learning models—to give customers a more accurate estimate of when their order will be ready for pickup or delivery. All of this is powered by DomOS, the chain’s proprietary operating system.
Another major update is for Apple customers. Domino’s launched “Live Activities,” which allows iPhone users to follow order progress from their lock screen instead of switching to the app.
“For 18 years, we’ve been providing customers with the ability to track every step of their order, from when it’s placed to when it’s being made, placed in the oven and then ready for pickup or delivery,” Mark Messing, Domino’s vice president of global digital marketing, said in a statement. “Domino’s was one of the first to launch what has become the gold standard in customer convenience across numerous industries. Domino’s Tracker is a beloved technology, and we’re excited to have made it an even better experience for customers!”
Domino’s is looking to create even more distance between itself and struggling pizza competitors like Papa Johns and Pizza Hut. It’s all part of Hungry for MORE, the company’s multi-year strategy to improve menu innovation, operations, value proposition, and franchisee profitability.
Before the pizza tracker changes, Domino’s released a revitalized loyalty program in 2023 that is more user-friendly for carryout customers and provides a lower barrier for earning rewards. Then, late last year, it unveiled a brand refresh that saw revamps to its pizza boxes, website and ordering app, uniforms, in-store graphics, and digital and print materials. It marked the first time Domino’s had done such a thing in over a dozen years.
The brand’s same-store sales lifted 3.7 percent in Q4—backed by positive transaction growth—and 3 percent in fiscal 2025, helping the chain gain its 11th consecutive year of market share expansion. Company-operated profits grew more than 8 percent, and franchise profitability per store increased to $166,000, up $4,000 year-over-year.
The chain finished 2025 with 7,186 U.S. stores and $10 billion in U.S. retail sales, and it foresees a path to more than 8,500 units and $20 billion over time.
This article has been reposted from PMQ Pizza’s sister publication, QSR Magazine. Click here to read the original article.
