Domino\u2019s will track customers on their way to stores, so orders are hot and fresh when picked-up. From next week across Australia, the pizza chain will use customer GPS and mode of travel data to calculate the optimum time to start making their order. Once a customer has entered a virtual \u2018cook zone\u2019 \u2013 a changeable distance based on the store\u2019s live lead time \u2013 the pizza making process will begin. \u201cWhen you place a pick-up order, we actually don\u2019t know when you\u2019re going to come into the store,\u201d said Domino's CEO Don Meij at the company's innovation unveiling event in Sydney. \u201cFrom the moment something is created and cooked to our opportunity to actually eat that food, time reduces quality. We will now start tracking you while you\u2019re tracking us. We will only make your pizza when you get into our cook zone. We will try to align that pizza to you.\u201d More than a half of Domino\u2019s orders in Australia are made for customer collection. Referred to internally as GPS Customer Tracking, the new feature will be optional and marketed as \u2018On Time Cooking\u2019. "If you're on a desktop and or you don't want your location tracked, you just want us to know where you're leaving from, we've got algorithms then that will take control,\u201d said group chief digital officer Michael Gillespie. \u201cWe'll start cooking it when we believe [a customer to] be four minutes away. So we can track them or we have algorithms that will work out when they\u2019ll be coming to the store if they don\u2019t want to be tracked.\u201d Gillespie noted that the data would only be used in relation to the \u2018On Time Cooking\u2019 experience and only held for the duration of that experience.The company unveiled a new app \u2013 Zero Click Ordering \u2013 that when opened would order your favourite pizza, unless you cancelled the order within ten seconds. The addition of estimated delivery time to the Live Pizza Tracker, better targeted in-app coupons, and operational efficiencies to cut order to door times were also announced at the event, which included a meet and greet with DRU, Domino\u2019s pizza delivery robot which is expected to launch in New Zealand within a year. The company said DRU, which was announced in March, embodied a "bigger, more holistic Artificial Intelligence role at the company". Customers\u2019 first experience with DRU would be through the addition of voice AI to online ordering platforms. A similar virtual voice ordering assistant called Dom was released on the Domino\u2019s app in the US in 2014. Meij said globally, technology innovations made by the company weren\u2019t necessarily easily shared. \u201cA lot of this knowledge and technology [developed in Australia] is being adapted by our peers around the world,\u201d he said. \u201cWe share a lot of learning, we don\u2019t necessarily share the platforms. So you might say - why don\u2019t you just plug and play Dom? Well you couldn\u2019t plug and play Dom. As much as he\u2019s amazing, we had to create our own.\u201d Nevertheless, he said the Australian team had developed customer-facing digital technologies, such as the driver tracker, that are now in use in Belgium, France, New Zealand, The Netherlands and would be adopted soon in Japan and Germany.