The promotion is part of the company’s effort to reward its digital customers, as well as encourage more sales. The deal is currently taking place through Aug. 12.

“We are saying thanks to our digital customers by offering 50 percent off all pizzas at menu price,” said Chris Brandon, a spokesman for Domino’s, Ann Arbor, MI.

“Mobile is our fastest growing ordering method, and we enjoy bringing the convenience of this ordering platform to consumers,” he said.

As of the second quarter of 2012, through its global footprint primarily made up of locally-owned and operated franchises, Domino’s operated a network of 9,924 franchised and company-owned stores in the United States and more than 70 international markets.

Digital promotion
Currently, Domino’s is running a national advertising campaign that highlights how the pizza options will seem endless when customers order from the company.

The special deal is only available through Domino’s digital ordering channels – which include online ordering, mobile ordering through the pizza giant’s optimized site and via the company’s iPhone, Android and Kindle Fire apps.

Customers can enter the code “50off” at checkout to redeem the offer.

A promotion such as this is a great way for Domino’s to increase both its mobile and Web sales.

Additionally, a campaign such as this educates consumers more on mobile and encourages them to order their favorite meals using their smartphone device.

High ambitions
Domino’s is no stranger to mobile.

This year alone, the company has been ramping up its efforts.

In June, Domino’s continued to make strides in the mobile commerce space via a mobile application that rewarded consumers when they used it.

The company launched its Domigoals mobile app for iPhone and Android devices. The app lets football fans vie for a chance to win prizes when goals are scored (see story).

Most recently, Domino’s added a Kindle Fire application to its list of growing mobile efforts as part of the company’s continuous push to reign the mcommerce space (see story).

“With apps for our Android and iPhone, we now offer the convenience of mobile ordering to 80 percent of smartphone users in the United States, in addition to our recently announced Domino’s app for Kindle Fire,” Mr. Brandon said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York