Innovation or Not? - Domino's Hotspots

Domino's Pizza has introduced a new feature called "Domino's Hotspots" to allow customers to receive pizzas to non-traditional locations such as parks or beaches. Using GPS coordinates instead of traditional street addresses, Domino's app will allow users to receive regular updates on the progress of their order and location of their delivery. By understanding the previously ignored customer needs and challenging the orthodoxy, Domino's arrived at the concept of pizza delivery without using street address. This innovation could create customer loyalty, gathering behavior data, and driving repeat business.