A complementary feature, the Domino’s Tracker, however, has yet to be copied.  The tracker shows the customer exactly where their order is in the baking and delivery process. This is not just a simple application based off of average preparation and delivery times.  The difficulty of implementation is what has protected this innovation from being copied by competitors.  Domino’s integrated the real time app with their entire operations process to both keep the customer entertained and informed while ensuring the pizza is prepared and delivered within the corporation’s specified time frame.  Furthermore, the customer is also encouraged to leave a review of their experience, providing Domino's with additional feedback for improvement and future development. 

       In a campaign to to demonstrate complete transparency, Domino’s purchased prime billboard space in the middle of Times Square that shows these unfiltered customer reviews which display about 4 new reviews per min.  This is a clear example of a company that has taken technology available to all competitors and applied it in a way that is difficult to replicate without altering core operations and company culture.   These innovations along with improved recipes and menu items based off customer recommendations have led to a huge increase in the profits of Domino’s Pizza returning reestablishing their position as one of the top pizza chains in the industry.