Our Foodie Friday Fun ventures into pizza today. You might have read or heard that Dominos has made it possible to order a pizza via Twitter. That’s right – no more picking up the phone and dialing. Now it’s just pick up the phone and tweet out an order. If you’re a regular, all you might have to do is send out a pizza emoji. According to this piece in USA Today, Domino’s Twitter ordering system will make it the “first major player in the restaurant industry to use Twitter, on an ongoing basis, to place and complete an order.”
You can laugh or shrug your shoulders, but this is important. First, Domino’s focus is squarely on convenience for their customers. One hears the word “frictionless” a lot when technology is being described and this is the epitome of making it easy for your customers to buy your product. This isn’t new for Domino’s either. The company has invested tens of millions of dollars in technology and now employs more than 250 IT staff. A big part of what they do: trying to make it easier for consumers to order pizza. It’s not just Twitter – they have ordering capabilities for a bunch of devices, including smart televisions and smart watches.
It may also be a seminal moment in social commerce. Twitter, Facebook, and other social platforms have been trying to figure out inoffensive and profitable ways to integrate commerce into social media. While it’s not happening yet, one can easily see Twitter demanding a slice of the pie (see what I did there?) from each order placed via their platform.
Most of what I like about this is that Domino’s is making the technology work for them and for their customers. They’re not threatened by disruption – they’re embracing it. No more Yellow Pages for listings? No Blockbuster to partner with for dinner and a movie? Move on. As the USA Today article concludes:
Doyle says that Domino’s will continue to look at platforms “where people are spending time” such as Facebook and Instagram. “This certainly will not be our last platform.”
That’s their (smart) approach. What’s yours?