Best of the Decade: Domino's lets you order pizza via emoji—and so much more
Brand's 'Anyware' platform included Titanium Grand Prix-winning idea, zero-click ordering
Jun 27, 2015
Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here.
Best of the Decade
In 2009, Domino’s made a huge move—it admitted that its pizza sucked. That decision established the foundation for what would become the brand’s calling card over the following decade—as tech innovator. Once the fast feeder “fixed” its pie recipe, with its agency Crispin Porter & Bogusky, it set about creating the infrastructure to ensure people could get its pizza easily. It first started by optimizing its mobile platform which allowed customers to track the progress of their pie making and delivery. That expanded to become the brand’s “Anyware” platform, a suite of digital tools that includes ordering through Emoji and text messages (which earned the marketer a Cannes Lions Titanium Grand Prix), requesting a pie via car touchscreen and even having to do virtually nothing at all to summon a pie, through zero-click ordering.
In May, Domino's made life a whole lot easier for customers by allowing them to order their pizza through Twitter—with words, or more extraordinarily, with a simple pizza Emoji. This month it then announced pie eaters would also be able to place Emoji orders through text messages. This efficient new ordering system impressed the jurors of the Cannes Lions 2015 Titanium Jury to earn a Grand Prix.