How Domino’s Is Using Location Intelligence To Bring You Pizza In The Park (And Beyond)

The delivery expansion shows both a commitment to expanding new services as well as using exclusively digital means to do so.

If you’re in the mood to order pizza for a picnic in the park this spring, you’re in luck: Domino’s is now set to deliver pizzas to 150,000+ outdoor locations, including beaches, parks, and even landmarks like the Las Vegas welcome sign, the company confirmed Monday.

Here’s how it works: Customers can now select Domino’s outdoor “Hotspots” for delivery (online-only) for prepaid orders on and in mobile apps. Once a customer’s location has been determined — customers must turn location on services, similar to with automatic pickups for Uber — and local Domino’s Hotspots that are available for delivery will appear on a map for customers to select.

According to Domino’s statement, customers can also leave instructions to help the driver find them. Finally, after completing their order, customers will receive text message alerts about their delivery progress, including a final text that gives the estimated arrival of their driver at the hand-off spot.

Domino’s Goes Digital First

While the move appears a fun (and profitable) expansion for summer, it also sees Domino’s continued investment the innovative digital strategy that has in part helped it boost revenues and dramatically raise its stock price since 2017.

Delivery has always been an integral part of the pizza chain’s business — but the company has doubled down on making it simpler for customers to place orders via text, in-app, and by voice (via an Amazon Alexa skill) over the past year. Now, this expansion shows both a commitment to expanding new delivery services as well as using exclusively digital means to do so.

“We listened to customers and their need for pizza delivery to locations without a traditional address,” said Russell Weiner, president of Domino’s USA, in a statement. “We know that delivery is all about convenience, and Domino’s Hotspots are an innovation that is all about flexible delivery options for customers.”

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Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.