In the pizza game, getting people to order online is big business. It cuts down on operation costs and increases average ticket price considerably. So when Domino's came to us for a campaign to promote online ordering, we didn't come up with the typical "discount if you order online" promotion. Instead, we wanted to come up with an idea that would give value to ordering online without having to discount the product. That idea was the Pizza Tracker. The end result proved that utility can trump discount. Today, the Pizza Tracker continues to drive online ordering by giving people the peace of mind in knowing exactly where their order is, every step of the way.