The mobile app is available to consumers who reside in Britain. The Domino’s app was created by Vexed Digital and was developed and tested in conjunction with Nokia to provide easy mobile ordering on the latest Windows Phone 7 devices.

“Our strategy is to ensure that our customers can get hold of a Domino’s Pizza whenever, wherever and however they like,” said Georgina Wald, head of corporate communications at Domino’s Pizza, Milton Keynes, Britain.

Domino’s Pizza UK & IRL plc holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in Britain and the Republic of Ireland.

Pizza near me
Using the Domino’s app, consumers can enter their ZIP code to find the nearest location where they can pick up their meals.

Additionally, the mobile app lets users browse the menu to see what Domino’s offers, as well as view any ongoing deals.

The Domino’s Window Phone 7 app

Consumers can also customize their pizza pies by changing the base, size and toppings.

Users can also add side orders, drinks and desserts to their order before it’s sent directly to the store.

Past campaigns
Domino’s Pizza has been ramping up its mobile commerce strategy over the past year.

Last year, Domino’s rewarded its customers with tasty deals when they used foursquare and Facebook Places to check-in to its locations.

The mobile initiative took place in Britain. Additionally, Domino’s rolled out the promotion to build loyalty with new and existing customers (see story).

Most recently, Domino’s dipped its toes into augmented reality with a new campaign that brought its latest 555 pizza deal to life.

The company used the Blippar app to created the augmented reality experience. More than 6,000 sites across Britain sported the Domino’s posters (see story).

“Mobile is an integral part of this goal and we are delighted to have added Windows Phone 7 to our existing iPhone, iPad and Android platforms,” Ms. Wald said.