- The Washington Times - Thursday, June 9, 2016

Domino’s Pizza Enterprises Ltd., in Australia will soon begin tracking its own customers as a means of providing hotter, fresher pizza.

Chief Executive Officer Don Meij, who began his career as a delivery driver, held a press conference in Sydney on Thursday to announce the plan.

“Time is the enemy of food. The longer it sits on the rack, the lower the quality of that pizza,” Mr. Meij said, Bloomberg reported.

Chief Digital Officer Michael Gillespie said customers would only be followed for pizza orders once they opted into the program. The technology allows cooks to see if customers are coming by car, bicycle or foot and then put their pizza in the oven once they are within a designated range of the building.

Domino’s started allowing customers to track orders throughout the cooking process 10 years ago. The idea helped propel the company to a market value of $4.48 billion, Bloomberg reported.

In addition to cellphone tracking, Domino’s is experimenting with delivery robots.

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