According to Domino’s, the company will now offer its mobile ordering app to more than 80 percent of smartphones.

The Domino’s Android app is available for free download in Google’s Android Market.

“With the addition of the Android app, we will now offer our mobile ordering app to more than 80 percent of smartphones,” said Chris Brandon, spokesman for Domino’s Pizza.

As of the third quarter of 2011, through its primarily locally-owned and operated franchised system, Domino’s operated a network of 9,541 franchised and company-owned stores in the United States and over 70 international markets.

Slice of mobile
The Domino’s Android app is compatible with Android version 2.1 and higher.

The app, which features the Domino’s online ordering platform, lets consumers search for current coupons, browse the company’s full national menu and use their device’s GPS technology to find the nearest location.

Consumers can browse the menu from their mobile device

Additionally, the app remembers consumers’ most recent store and other useful information so that they can easily access it at any time.

Consumers can use the app’s Domino’s Tracker to follow their order from the “make line”, into the oven, then out for delivery or ready for pickup.

In addition to its new Android app, Domino’s will also be offering free Android smartphones to customers who sign up for a new two-year service plan plus data – to celebrate the launch of the new app.

Consumers are encouraged to select their device by going to http://www.dominos.com/android.

“Expanding to Android gives more of our fans and customers one more way to interact with us and experience the convenience of the mobile ordering platform,” Mr. Brandon said.

Mobile ordering king
Domino’s has been ramping up its mobile ordering strategy over the past year.

Last year, the company let on-the-go consumers nationwide order their favorite meals via a new mobile application that features the company’s full menu, as well as local and national coupons.

Consumers can search for the closest location and use the Pizza Tracker to follow the stages of their offer. The iPhone app is available for free download in Apple’s App Store (see story).

Recently, Domino’s encouraged users to make a donation to benefit the children of St. Jude via a new Thanks and Giving campaign that incorporated SMS.

The campaign began on Nov. 14 and ran through the end of the year. Domino’s also matched dollar-for-dollar all customer contributions – up to a total of $250,000 (see story).

“Since we initially launched about 5 years ago, online ordering – Web and mobile – now makes up 30 percent of total orders for Domino’s in the United States,” Mr. Brandon said.

“We are very pleased that consumers are enjoying the experience,” he said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York