Domino's Cooks Up Its Latest Tech Move: Zero Click Ordering
Domino's has found another way to speed up and simplify the already not too tough task of ordering pizza.
On Wednesday the chain plans to announce Zero Click, an app that will place a customer's saved "Easy Order" almost as soon it is opened. After a 10-second countdown clock ticks down on the screen, the order is in.
"It's an ordering application that really doesn't require you to do anything," said Chief Digital Officer Dennis Maloney.
It is the latest tech update from Domino's, which previously introduced ordering via Amazon Echo, smartphones, smartwatches, smart TVs, smart cars, texts and tweets. The new Zero Click process requires even less effort than those previous iterations, all of which Domino's collectively calls AnyWare ordering.
"We like to say we used to be a pizza company that sold online and we've now become an e-commerce company that sells pizza," said Mr. Maloney.
Customers can pause the app's countdown clock, if necessary, and can then cancel the order. Still, downloading the app and linking it to a Domino's profile is an opt-in experience that "is kind of for power users," said Alex Guerri, VP-account director at CP&B, Domino's creative agency. He said the countdown timer "does add a little bit of adrenaline to the experience."
Adding new and unique ordering options helps keep the Domino's brand in people's minds. Even if consumers don't use the tech-savvy systems, the buzz they generate may help Domino's snag an order instead of competitors such as Little Caesars, Papa John's, Pizza Hut or smaller chains.
"While it does seem like one click is trivial, we thought, 'Why do we even need that one click?'" said Mr. Guerri. "We like to say we use innovation as advertising."
Domino's, with the help of CP&B, has been tinkering with ways to speed up and make the ordering process more convenient for years. When it promoted the Pizza Tracker in 2008, it was a way for people to be able to keep an eye on the progress of their orders, and Domino's said it was accurate within 40 seconds.
The company is targeting some of its tech-savvy customers with the launch. For example, it teased the new ordering option on twitch. And the twitch countdown was also teased on Twitter.
More than half of Domino's sales are already coming through various digital platforms. Mr. Maloney declined to say how many of Domino's digital orders are Easy Orders, those that customers save in the system ahead of time for quick recall.
Creating Zero Click took Domino's in-house technology team and programmers more than six months but less than a year, Mr. Maloney said. Now, his team is trying to figure out where consumers will move next when it comes to devices.
Mr. Maloney plans to speak about Domino's digital efforts at the Ad Age Digital Conference on Wednesday.