I am a pizza snob. Born of New Yorker parents, I prefer the floppy thin-crust variety that is essentially impossible to find in Chicago. Having tried dozens of local pizzerias, Cafe Luigi has won a place in my heart as the best of all possible evils; so when going out to eat with friends, I will invariably push for a trip there.
While a trip to this establishment meets my needs on weekends when I have lots of time to go out for pizza, sometimes delivery is the best option. Unfortunately, like most mom-and-pop restaurants, the delivery service at Cafe Luigi leaves much to be desired. Having located their phone number, you call, carefully explain your order to a multitasking employee who barely speaks English, hope they write it down correctly, wait anywhere from thirty to sixty minutes, pay the delivery person an unpredictable amount of money, and enjoy your probably cold pizza. After going through this process twice (which indeed began to overshadow my multiple positive experiences going to the restaurant), I decided to give somewhere else a try.
Dominos is not well known for the quality of its pizza, but it is a large chain with ample resources to hone both its front-stage user experience and its back-stage operational efficiency. One night a few weeks ago, pressed for time and looking for a predictable low-stress option, my friends an I ordered Dominos delivery. My reaction: wow!
Dominos.com, in particular the Pizza Tracker feature, is a refreshing solution to many of the service quality problems plaguing pizza delivery.
Once you place your order through the incredibly intuitive website (or over the phone, if you wish), you are directed to your personal Pizza Tracker timeline, which lets you know exactly what is happening with your order and almost as exactly when to expect final delivery. The feature gives a visual representation (see below) of your pizza's progress through the various stages of preparation and delivery. It also provides humanizing explanations such as "Alejandro put your pizza in the oven at 7:32pm" and a place for providing feedback on various aspects of the service.

The pizza tracker simultaneously provides a buffer, giving customers something to look at while waiting for their pizza, and concrete feedback on what is happening. It has low service intensity in the traditional sense, since you are not actually dealing with people (thus costing Dominos nothing), but it feels like a high intensity service because an incredible amount of information is being exchanged between the service provider and the consumer. It provides accountability, demonstrates low-variability in delivery time, and assures hungry customers that somebody is doing something about their order.
Thus, my new strategy: Cafe Luigi at the restaurant, but Dominos delivery.