Regardless of your feelings about the taste of Domino’s Pizza, you have to hand it to these guys – they do online checkout processes better than just about any company on the planet. We could all learn something from their CRM and online marketing initiatives.

A few months ago, I had an eye-opening experience when a friend of mine decided to order a late-night pizza from Domino’s well after most local eateries had closed their doors. I was blown away with what I saw — the Domino’s website features a real-time “pizza tracker” that shows the progress of your pizza being prepared, cooked, and delivered to your doorstep in 30 minutes or less. Sure enough, a hot pizza arrived at our door merely 25 minutes later, nevermind the fact that it was very late at night and snowing outside.

Comparing this with my previous Domino’s transactions from back in the day, it almost seems crazy to think about the typical Domino’s experience of yesteryear. The last time I had ordered Domino’s, the following were all true:

• Their commercials featured a claymation “Noid” who supposedly plagued other pizza delivery companies with quality control issues.
• The telephone I used to call Domino’s was a dormitory pay-phone.
• To ensure there were no problems with delivery, I waited patiently by this pay-phone until the delivery man either showed up at my door or called me back asking for directions.

It’s amazing what technology and innovation has done to improve the pizza ordering and delivery process since then.

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