Planet Money · Friday, September 18, 2026
The Domino's Pizza Tracker was a strategic response to the psychological 'roller coaster' customers experienced while waiting for their orders. By providing real-time updates, the tracker aimed to give customers a sense of control, alleviating the anxiety of the unknown and transforming the waiting experience into something more manageable and engaging.
“It had given people a sense of control.”
“This idea was backed up by evidence. Around this time in the early 2000s, Domino's had actually commissioned a study that mapped the way people felt when they ordered a pizza.”
“It was about making people feel like they were in control of something, even when they weren't. And that's the power of the pizza tracker.”