Domino's Pizza Tracker: winning innovation no one was pitching for

While working in Boulder, Colorado, Edu Pou's agency was pitching for Domino's advertising account. Rather than just developing TV spots like everyone else, Edu Pou and a colleague decided to redefine the way people order and track a pizza entirely. They created the BFD Builder, a digital interface where customers could visually customise their pizza using a radial menu covering crust, basics, meats and non-meats around an interactive pizza model. Once an order was placed, the Pizza Tracker launched: a real-time progress bar that showed customers every step from order placed, through prep, bake and box, all the way to who at Domino's was putting the pizza in the oven and who was delivering it. The team lost the advertising pitch to a larger agency, but won the innovation side of the business, which had not even been up for grabs. Edu Pou is proud of that outcome because the work was meaningful for the brand and it redefined how people order food online. It was one of the first times logistics principles, the kind FedEx applied to parcels, were applied to pizza. The focus was not on the food itself but on the user experience and the emotional anxiety of not knowing where your order was.