Domino’s Pie Pass Tech Creates VIP In-Store Pickup Experience

Domino’s new Pie Pass technology allows customers who order and pay online to skip the line and grab their order.

“We know that carryout customers value speed and simplicity, and that is exactly what they’ll receive with Pie Pass,” said Dennis Maloney, Domino’s senior vice president and chief innovation officer. “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.”

Domino’s carryout customers who order and pay online or via the 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.

New Television Ad

Domino’s latest carryout innovation comes with a new TV ad that gives a nod to every regular’s dream gathering place: “Cheers.” The ad 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, Domino’s brought in George to do the voice acting for … well … himself, and then built the set and planned the shots for a seamless integration.