You are revealing your own lack of understanding. I'll agree there's some fluff in the article and it is selectively edited after-the-fact. But dismissing the c

You are revealing your own lack of understanding. I'll agree there's some fluff in the article and it is selectively edited after-the-fact. But dismissing the concepts here is naive. > Domino's aren't currently delivering pizzas by drone or self-driving cars But it gets them a ton of free publicity -- even better than paid advertising. And it gets into your subconscious -- the idea that Domino's really cares about getting you a hot pizza, and is actively developing technology to make that happen, certainly more than any of the competition. "Hot" (or lack thereof) is likely the attribute most-highly correlated with customer satisfaction vs disappointment, so this is huge. > Domino's pizza tracking and online ordering is cool, but nobody orders Domino's because of it. Yes, plenty do. It adds accountability and transparency to a rather chaotic process. Would you continue to use Fedex if they got rid of all tracking numbers? When Domino's delivers as promised, and the transaction went smoothly, and all the steps along the way were displayed, people remember it -- especially the next time they want a pizza. > they finally improved their product after years of cost optimization. Better pizza = more sales So if they stopped optimizing costs, how do their prices stay super-competitive? Better pizza doesn't translate to more sales if it also means higher prices