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Domino’s steps into US mcommerce arena with mobile ordering app

June 20, 2011

Domino’s Pizza is letting 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.

“Really, it’s about the consumer,” said Chris Brandon, spokesman for Domino’s Pizza. “They told us they wanted this method from Domino’s and we listened and responded.

“The app is another way to offer convenience from the delivery experts,” he said. “With 25 percent of orders now being taken through our online ordering system, we are committed to continuing to innovate technology and ordering options that consumers want.”

Mobile pizza
The Domino’s app lets consumers browse the entire menu before ordering.

Customers can also view local and national coupons and add them to their order.

Additionally, the app will remember consumers’ most recent store and other useful information.

The application also features an in-app credit or debit card payment.

Consumers can track the status of their pizza

“We want awareness that Domino’s now offers the app, which includes our famous Pizza Tracker and the convenience which matches our online ordering,” Mr. Brandon said.

“We will pay very close attention to consumer reaction, and are committed to continuing to ensure the app becomes a convenient, reliable addition to the ways Domino’s can serve our customers and fans as best as we can,” he said.

Past endeavors
Earlier this year, Domino’s Pizza made more than $1.3 million via its iPhone ordering application, which launched September in Britain.

The application had been promoted via the company’s Facebook and Twitter pages.

Additionally, the application achieved almost 400,000 downloads (see story).

The company also teamed with mobile social network foursquare to reward its most loyal customers via geo-targeted offers.

The pizza chain is one of the first major food brands to team up with foursquare. The promotion was applied to 600 Domino’s branches throughout Britain (see story).

“Mobile ordering is a growing platform for us,” Mr. Brandon said. “We will continue to develop and grow this option so long as it’s what consumers want.”

Final Take

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

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