Starting today, Domino’s will begin delivering pizzas to places that don’t have a traditional address.
According to the pizza chain, there are more than 150,000 of these “Domino’s Hotspots” across the country, which include local parks, beaches, sports fields, playgrounds and other places that don’t have a specific address.
"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.”
Here’s how it works: those who place an order online or via the chain’s app are asked to choose from one of the available hotspots nearby once their location has been determined. Before checking out, customers can leave instructions to help the driver recognize them. Domino’s says it will send customers directions to the hotspot location once the order goes through.
Domino’s “hotspots” feature marks its latest attempt to position itself as both a pizza and tech company. The chain, which recently replaced Pizza Hut as the world’s largest pizza chain, has heavily invested in digital in recent years to make the ordering process easier. According to Domino’s, half of all global retail sales in 2017 were from digital channels. In the US, Domino's generates over 60% of sales via digital channels.