Industry News | September 17, 2009

Domino's Updates Mobile Ordering Site

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Domino's Pizza announced the launch of a new version of its mobile ordering Web site. The enhanced version is optimized for the Apple iPhone, Palm Pre, and phones that support the Google Android operating system. Customers visiting the company’s Web site from a browser in one of the supported devices will be automatically connected to the new, enhanced site.

Some of the enhancements of the new site include the Pizza Tracker, which allows users to track the progress of their pizza order; faster ordering, providing a more streamlined ordering experience with 50 percent less clicks needed to order than the previous version of the site; full ordering functionality, allowing a visual of the entire menu and menu options; past order functionality, making favorite past orders available in one step; functionality to browse and redeem coupons; and text message confirmation, confirming that consumers’ orders have been placed.

"Domino's Pizza was the first pizza company to launch Web-based mobile ordering more than two years ago," says Rob Weisberg, Domino's vice president for multimedia. "Since that time, we've been regularly enhancing our site to allow an even better user experience and decreased ordering time."

The site has been in beta for the last month, and Domino's Facebook and Twitter followers got an early preview.

"Domino's mobile ordering is growing at an average of 20 percent each month with the majority of mobile orders coming from iPhone customers," Weisberg says. "These site enhancements cater to the largest segment of our mobile customer base and also provide a platform that can be expanded on for our other mobile customers down the road. We plan on following up with a Blackberry-optimized version in the near future."