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Marketer: Domino's Agency: AKQA, London

Domino's takes orders online from U.K. customers who log on to pizza site that asks "Hungry?"

[London] Domino's is pioneering online ordering for pizza home delivery with a new-look Web site and interactive TV. The pizza chain, with 360 outlets in the U.K. and Ireland, is also researching an SMS text-ordering service that the company hopes will be up and running by the end of the year.

Robin Auld, brand controller for Domino's U.K., said, "The Web site is simple and intuitive to use. People who go to our site are usually hungry so we wanted to cut it down to the core while keeping a premium look and feel."

The Web site, created by digital agency AKQA, London, offers special online deals and information about products' nutritional content. Online customers can also use a "last-order recall" function and pay by debit or credit card when they order. Visitors to the site are greeted by the word "Hungry?" along with menu options and pictures of fresh tomatoes.

Mr. Auld wouldn't say how much of the Domino's business has migrated online but said that a "substantial percentage" of customers order that way. "You can do the whole transaction in less than 45 seconds or you can take your time to pick and choose," he said. "Convenience is the biggest factor in the growth of online ordering."

The Web ordering service grew slowly when it started in 1999, but orders have shot up by 60% in the last year.

Text ordering will present a new set of challenges for Domino's, Mr. Auld said. "We need to work out how to get the menu across and communicate our range of offers. We will also have to register cellphone users to a landline address."

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