Domino’s now-familiar pizza tracker, which lets customers watch their order move from prep to oven to delivery in real time, has become an unlikely case study in how visible, incremental feedback shapes consumer trust and behavior. Business analysts have increasingly pointed to the tracker as an early and influential example of a broader shift toward radical transparency in service industries.

The underlying insight — that customers tolerate a wait far better when they can see progress being made — has since been applied well beyond pizza delivery, from ride-share apps showing a driver’s location to package carriers offering minute-by-minute tracking.

Domino’s has credited the tracker with meaningfully improving customer satisfaction scores and reducing complaint calls, turning a logistics tool into a marketing asset.