Domino’s Pizza announces CX centric update for its Tracker offering based on AI technology

Domino’s Pizza launched its Tracker solution in 2008, and now the pizza company is tapping AI technology to provide an improved customer experience.

“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,” says Mark Messing, Domino’s Vice President of Global Digital Marketing.

“Domino’s was one of the first to launch what has become the gold standard in customer convenience across numerous industries. Tracker is a beloved technology, and we’re excited to have made it an even better experience for customers.”

In addition to a new look and feel, Tracker’s updated features include:

• Customers can now see a more precise time as to when their order will be ready for pickup or delivery. Powered by DomOS, Domino’s proprietary operating system, this uses a custom AI order tracking engine that blends multiple real-time inputs from store team members with machine learning models to ensure the most accurate time estimate.

• The launch of Live Activities, with the aim of making tracking easier, faster and more intuitive for millions of iPhone users nationwide. iPhone users can follow their order’s progress right from the lock screen - no app switching required.

• Tracker now features simplified stages - “placed,” “make,” “deliver” or “pick up” (depending on if the order is for delivery or carryout), and “mmm!” - with additional information displayed underneath. Customers can dive deeper to view order details, store information and a step-by-step breakdown of their order’s progress. They can even see what time their order was placed in the oven, what time their driver left the store, track their driver via GPS and follow a car progress bar.

“Domino’s continues to amplify our Hungry for MORE strategy by delivering the most delicious food in the industry and relentlessly pursuing operational excellence,” says Messing. “That same commitment drives our approach to technology. We’ve refreshed our app, and now, Tracker, to give customers an even better, more detailed view of their order’s progress.”

“We even added an ‘mmm’ stage in Tracker because we know customers’ experience doesn’t stop at the store; it ends when customers take that first, delicious bite of pizza. Since its debut in 2008, Tracker has followed more than 2.5 billion orders, and we’re excited to follow millions more as we continue innovating.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.