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Domino’s Pizza heats up mobile ordering space with Kindle Fire app

July 16, 2012

Domino’s Pizza is adding a Kindle Fire application to its list of growing mobile efforts as part of the company’s continuous push to reign the mcommerce space.

This is Domino’s first Android tablet app. The mobile ordering app is available for free download in Amazon’s Appstore.

“We are always looking for ways to give consumers a convenient option to order from Domino’s,” said Chris Brandon, a spokesman for Domino’s.

“We hope that Kindle Fire users, many of which have never been able to use our app prior to now, will be excited to have the convenience of the Domino’s app to order from us,” he said.

As of the fourth quarter of 2011, through its primarily locally-owned and operated franchised system, Domino’s operated a network of 9,742 franchised and company-owned stores in the United States and over 70 international markets.

Slice of mobile
The new Kindle Fire app joins the company’s mobile ordering lineup that also features apps for iPhone and Android devices.

Domino’s also has a mobile optimized site.

Via the Kindle Fire app, consumers can order and customize their favorite pie.

The app also features a coupon search, full menu, a store locator and the ability for consumers to follow their order using the Domino’s Tracker.

By extending to the Kindle Fire, Domino’s is continuing to prove that it is serious about mobile.

It is important for marketers to be where their consumers are and having a presence on different platforms is important.

“We are taking about 30 percent of total orders in the United States from digital and online channels – and mobile ordering is the fastest growing platform within that,” Mr. Brandon said.

App results
To date, Domino’s iPhone and Android apps have been downloaded more than 3 million times collectively in the U.S.

According to the pizza giant, this has helped drive mobile ordering to eight percent of the company’s overall sales.

Domino’s will also continue to ramp up its efforts in the mobile ordering space by releasing an update to its Pizza Hero iPad app in the coming weeks.

The app lets people assume the role of a Domino’s Pizza chef by stretching, saucing and topping a pizza.

Domino’s is planning to expand the app to 22 international markets when the update is released.

“Adding Kindle Fire to our list of existing ordering apps, which include iPhone and Android, shows that Domino’s continues to be committed to giving customers the best and most convenient ordering experience possible,” Mr. Brandon said.

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

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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