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Feature tracks pizza orders

From the time the dough is rolled until the pizza arrives at your door, Domino’s Pizza is trying to take the mystery out of delivery.

Domino’s launched Pizza Tracker last week, a feature on its Web site that allows customers to follow where their pie is in the delivery process. One of the company’s local outlets, 143 N. Harrison Ave., features the tracking devices.

Tim McIntyre, vice president of communications for Domino’s, said the tool takes the anxiety out of ordering a pizza.

“When you’re at a restaurant, you can tell it’s busy,” McIntyre said. “There’s constant activity that tells you you’re being taken care of. When you order you don’t know that.”

Pizza Tracker also gives customers the name of his or her delivery driver, a pizza fact bar at the bottom of the page and an area for feedback.

Marc McHugh, general manager at the Harrison Avenue Domino’s site, said he embraces the idea.

“It’s going to at least reduce the number of phone calls of people asking where their pizza is,” McHugh said. “We can focus more on getting them their pizza.”

The service, which can be used whether the order was placed by phone or online, doesn’t alter the employees’ production process, McIntyre said.

David Duke, general manager of Papiano’s Pizza, 1219 E. Grand River Ave., said his store already tracks its web orders.

“The customer can check anytime where their order is,” Duke said.

Mathematics freshman Kelly Hutchings immediately covered her mouth when hearing of the service.

“I think that is the coolest thing ever,” Hutchings said. “I think Jimmy John’s needs it.”

McIntyre said the idea for the service resulted from the company learning customers experience a period of anxiety in between ordering and receiving their pizza.

“People don’t order pizza because they’re planning to be hungry,” McIntyre said. “They order because they are hungry and that creates a higher anxiety.”

He said Pizza Tracker is accurate to within 40 seconds.

“They can’t make it go faster, but you know where you are,” McIntyre said.

Nursing junior Autumn Parmeter said she probably wouldn’t use the new feature.

“It just doesn’t matter to me,” Parmeter said.

“I would order the pizza and just expect it to be there in half an hour or so.”

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