Ann Arbor-based Domino’s today announced it is rolling out its new Pie Pass technology, which allows customers who order and pay online to skip the line and grab their order.
Domino’s carryout customers who order and pay online or via the company’s app will be eligible to use Pie Pass. When they arrive in the parking lot and are about to enter the store, they can check in on the Domino’s Tracker or order confirmation page, which will give the store team members a head start on making sure the order is ready to go. The in-store digital menu board will welcome the customer by name, and store team members will be ready for a speedy handoff, making for a perfect pizza pickup.
“We know that carryout customers value speed and simplicity, and that is exactly what they’ll receive with Pie Pass,” says Dennis Maloney, senior vice president and chief innovation officer at Domino’s. “Gone are the days of waiting for your carryout order. Now, when customers arrive at the store, they’ll be greeted by name on our digital signage and handed their order. It’s the ultimate VIP carryout experience where customers don’t have to be a regular customer to be treated like one.”
The world’s largest pizza company, based on global retail sales, will be touting its new innovation with a television commercial that harkens back to the popular sitcom “Cheers.”
The ad, which begins airing today, features Norm (played by George Wendt) walking down the stairs to enter Domino’s, shocked to find out, for once, nobody knows his name. It turns out, he should have used Domino’s Pie Pass. The video features a Domino’s store built to resemble the iconic “Cheers” bar.
Domino’s integrated original footage of Norm from the TV show into the current-day scene. To do it, the company brought in Wendt to do the voice over, then built the set, and planned the shots for a seamless integration.