Domino's Will Now Deliver Without an Address

Domino's announced today that the company has launched a new delivery program: drivers can now drop pizza off at locations without an exact address. Domino's customers ordering through the website or mobile app can choose to have pizza delivered to one of over 150,000 "Domino's Hotspots" across the U.S. The hotspots are address-less places — parks, sports fields, beaches — where drivers can show up curbside and drop off a pizza.

"We listened to customers and their need for pizza delivery to locations without a traditional address," Russell Weiner, the company's U.S. president, said in a statement. "We know that delivery is all about convenience, and Domino's Hotspots are an innovation that is all about flexible delivery options for customers."

Local Domino's chains were able to pick out the available hotspots in their respective areas. Once customers order their pizza, the hotspots pop up on a map and there's a place to leave more detailed delivery instructions in the app. In New York, most hotspots are popping up around various city parks, but you could get a pizza delivered to, for example, a fire hydrant on Myrtle Ave. in Brooklyn.

Domino's delivery tech is a bread-and-butter component of the company, so it makes sense that it is continuing to innovate in this area. If the initiative goes over well, copycats are likely in this space.