3. How does the new ordering system help to improve customer service? In 2009, Domino's Pizza launched a new online feature called Build Your Own Pizza, which allows customers to submit their order via dominos.com. As customers customize the size, crust, sauce, and toppings for their pizza, their selections appear on an image of a pizza. When customers are finished, they can review their orders, see the final price, and pay for their food. In addition to ordering online, customers can track their pizzas as the pies enter the oven and leave stores. The build-your-own-pizza feature is part of a new sales system for Domino's. The completely redesigned system also includes a new phone and onsite ordering system. Domino's also maintains profiles on millions of customers. Each profile contains information on a customer's order history so employ- ees can suggest additional items tailored to each individual. Domino's competitors, Pizza Hut and Papa John's, also have online ordering systems, but neither system features an image of the pizza or order tracking.