Is Domino’s transitioning to become a delivery anywhere service?
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Is Domino’s transitioning to become a delivery anywhere service?

If you want a takeaway delivered to your location you have to have… well, a location. For obvious reasons, the traditional method for takeaway orders has been to require a full address, offering companies some protection from prank orders and miscommunication. But fast food giant Domino’s Pizza may be about to change all that.

Domino’s share price has risen by 26% so far this year

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SOURCE: Yahoo Finance

Domino’s customers can now use the company’s app and website to make orders to more than 150,000 “hotspots” in the U.S. This means that people can order food and have it delivered to a number of prominent locations, such as landmarks, football fields, parks and beaches.

It’s a simple system that requires customers choose a hotspot close to them then provide instructions for the delivery driver to find them. Progress reports about the journey, and their food’s estimated arrival time, are then delivered via text.

Russell Weiner, Domino’s president in the U.S., explained the thinking behind the move in an online statement. He said:

"We listened to customers and their need for pizza delivery to locations without a traditional address. We know that delivery is all about convenience, and Domino's Hotspots are an innovation that is all about flexible delivery options for customers."

Domino’s is the world’s biggest pizza company, and has a history of innovation in the fast food delivery market. This history began in 2009, when CEO Patrick Doyle reworked the company from the ground up. Will address-free deliveries be the next big trend in takeaway deliveries? Given who’s pioneering it, quite possibly.

Disclosure

Dominion holds Domino’s Pizza in its Global Trends Managed Fund.


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