Forget Siri, Domino's Wants You to Meet Dom

See the Spot: Pizza Chain Pitches Voice-Ordering App in Fast-Food First

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Advertising Age Player

For those who are too lazy to type when using mobile ordering, Domino's has a solution: voice-ordering.

Viewers of Sunday's National Football League broadcasts will be first introduced to "Dom," its new voice-ordering system that is not unlike Apple's Siri in that it responds to users' questions. The spot unveiling the app breaks on the games and was created by Domino's agency, MDC's CP&B.

The pizza player touts its voice-ordering capability as the first such app in the restaurant industry. Domino's began beta testing the app in June, but the advertising hails its full operation. Domino's created the capability with Nuance Communications, a voice-assisted ordering specialist.

This is not the first time Domino's has created tech-forward ordering capabilities. Years ago, with the help of CP&B, the chain unveiled a Pizza Tracker that allows customers who order online to track the progress of their pizza order from when it goes into the oven to when it's on its way for delivery.

Domino's is hoping consumers find Dom funny. Among phrases users may hear him say, which are plentiful, include, "My motherboard and fatherboard raised me right." The TV spots also include other phrases. When the actor asks Dom to cancel his morning meetings, Dom says," How about a meeting with pizza?"

According to a Domino's statement, "Dom is available for a variety of personalized ordering needs – which include taking an order for carryout or delivery, handling saved Easy Orders, suggesting additions to a meal and finding coupons for the best deals. Whatever the ordering need, he is available and ready."

Domino's spent $205 million on U.S. measured media in 2013, according to Kantar Media, up 3.6% from 2012.

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