Dominos has been enjoying the success of the Pizza Tracker for years, giving customers a tangible way to stay involved from the time they order until the time the pizza arrives. Pizza Hut, their biggest competitor, was losing the attention of a captive audience during the 30-minute gap between ordering and delivery. Make it Great Entertainment was the solution.

Also, this idea is a lot cooler when you consider the context of pitching this to Pizza Hut way back in 2012.