I see sibling comments saying the same thing, so in the interest of during anecdotes into data, I’ll pile on.

First, I largely agree with what you wrote. The core improvement is significant and was also not “risky” or “daring”.

But:

> Domino's pizza tracking and online ordering is cool, but nobody orders Domino's because of it.

I do! Their app is executed beautifully, and is much nicer than phone orders where I hope my crazy order is interpreted correctly. It’s also better than the thinly-wrapped web pages from competitors.

And getting a heads up when the driver left the store allows me to shoo the dogs outside.

Seems like a small thing, but it makes a difference.