Hungry pizza eaters don’t like to wait in line. Now, Domino’s has introduced a skip-the-line feature on its mobile order and pay app that speeds how customers can pick up their favorite pie.
Pizza shops and other QSRs are cashing in on the growth of mobile ordering. But when customers choose their order to be delivered, that cuts into restaurant margins, especially if 3rd party delivery companies like DoorDash, Grubhub, and Uber Eats are used.
So, restaurant operators look to incentivize customers to pick up their own orders. Many QSR mobile apps are making it easier to pick up orders in-store, drive-thru, or curbside. Restaurants save on delivery costs and customers enjoy skipping the line.
A Restaurant Dive article, which is excerpted below, discusses more on this topic:
Domino’s launched Pie Pass on Monday, a technology that allows diners who order and pay online or via the Domino’s app to skip the line when they pick up their pizza, according to a company release.
To use the feature, customers can check in on the Domino’s Tracker once they reach the parking lot, alerting employees to get their order ready. The pizza chain’s in-store menu board will show the customer’s name above the pickup area, where customers can grab their pizza and leave.
“We know that carryout customers value speed and simplicity, and that is exactly what they’ll receive with Pie Pass,” Dennis Maloney, Domino’s senior vice president and chief innovation officer, said in the release.
Overview by Raymond Pucci, Director, Merchant Services at Mercator Advisory Group
