Good food, great Web experience

Recently I ordered Domino's Pizza for the first time in years and discovered that the new sauce isn't their only innovation. Their new Web site includes the Domino's Tracker, an application that gives you the real-time status of your order (the Tracker activates after an order is placed, so I'm including a screencap from a recent order). A glowing status bar tells you exactly where your pizza is from the moment you place the order, to when Terrence puts it in the oven, to when Dmitri the delivery driver is en route to your house. It's a great example of online customer service.
One of the drawbacks to delivery service is the open-ended nature of the delivery time. A quoted delivery time of 45 minutes could mean anywhere from 30 to 60 minutes before that pie hits my counter. As the timer ticks down I often end up perched on the edge of my couch, eagerly jumping up each time the outside gate creaks only to be disappointed by my neighbor's face. As a customer, I love the transparency offered by this app. No more guessing about if I have time to take a shower or run to the bank.

That simple addition to their Web site made for such a great brand experience that, a week later, I ordered another pie just so I could get screen caps of the Tracker in action. Now my only question is how long will it take other brands to do something similar?