Domino’s Pizza, Inc. (NYSE:DPZ) is all set to storm the market with a new marketing initiative. The company lets the pizza lovers order their favorite snack in less than five seconds through Twitter Inc (NYSE:TWTR). Called ‘Tweet to order,’ the company has come up with a new feature that allows the customers to order a pizza by just tweeting an emoji.
Domino Pizza’s CEO, Patrick Doyle said that the emoji was a convenient feature for the smartphone and tech-savvy generation. No more will one have to type to make an order, and the whole process is time-saving too.
More than 50% of the pizza orders are already booked online, and this move was aimed at further capturing the market. Known to launch tech-smart offers to capture the younger customers, the company is going to offer the feature in May itself. The service is being launched in the U.S. for a start, and the U.K. launch is yet to be announced by the company.
According to Doyle, Domino’s had become a tech company in the pizza selling domain and over the company has added 250 technology staff at its headquarters in Ann Arbor, MI. This number was only 50, ten years ago.
Using the Feature
To access the tweet to order feature, a customer needs to get registered at the Twitter handle on Domino Pizza profile page and just tweet #EasyOrder or the emoji. A confirmation message from Domino’s will be received by the customers as soon as the order is made, and the order would be made available at the customer’s home.
A part of the AnyWare suite of the company’s mobility technology, the focus is on helping customers order pizza effortlessly from various platforms and smart devices shortly.
Domino’s is not the first company to launch a Twitter service in the U.S. and Starbucks Corporation (NASDAQ:SBUX) and the Miami Dolphins also introduced the feature though on a test basis. The Starbucks campaign allowed the customers to tweet an order while ordering a coffee for friends, and the Miami Dolphins feature involved fans tweeting for a glass of beer at their seat.