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Innovation

Domino’s unveils SMS, smartwatch ordering

Domino’s Pizza Enterprises will roll out SMS ordering from Monday December 14, 2015.

The pizza chain has also announced its ‘fast favourite’ option is now available on smartwatches, allowing orders to be placed with just two taps.

This technology is in addition to the introduction of Quick Ordering on mobile and desktop in as few as four clicks, as well as the launch of real time tracking technology via GPS Driver Tracker earlier this year.

Domino’s Group CEO and MD, Don Meij, said technology-enabling convenience is at the very heart of the company’s digital strategy and two tap ordering on smartwatches and SMS ordering were both obvious developments, shifting from traditional customer engagement to more progressive platforms.

“The popularity of recently launched technology such as Quick Ordering has demonstrated a real appetite for innovation that slices seconds off the ordering process,” Meij said.

“It is part of our job to anticipate the next generation of ordering and technology such as this really does mean a new and more convenient way for our customers to order pizza and engage with our brand.

“We know our customers. We know who they are. They are the gamers who don’t want to be far from their keyboards, the busy corporate workers, the social and the time poor parents. It’s important we fit into their lives and we make it as easy and simple for them to order.”

Users will also be able to simply send a pizza emoji or the word ‘pizza’ to order their pre-saved favourite. Once a SMS is sent, Domino’s will send the customer a returned SMS message confirming the order details. When the customer replies ‘yes’ the order is placed and they are able to track it via the company’s real time tracking technology platforms – Live Pizza Tracker and GPS Driver Tracker.

Domino's SMS Ordering

“Creating a text based system adds another layer to Domino’s digital innovation strategy as we aim to ensure our ordering platforms are available to all customers, across a wide range of devices so they have the freedom to choose when, where and how they interact with us,” Meij said.

“You can’t get more convenient, fitting into the lives of customers, than making it possible for them to place their pizza orders via SMS.”

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