Twitter just became more useful as now you can use it to order pizza from Domino’s. Starting May 20, Domino’s will come out with a “tweet-to-order” system allowing U.S. customers to order pizza through a tweet.
An opportunity for Twitter
With such an innovation, Domino’s becomes the only player in the restaurant industry to use Twitter to place and complete an order. Though companies like Starbucks have already tried tweet-to-order promotions, Domino’s ordering program is a permanent feature for customers. What’s more interesting is that regular Domino’s users will be abler to order by tweeting only the pizza emoji.
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In a phone interview, Patrick Doyle, CEO of Domino’s, told USA Today, “It’s the epitome of convenience,” adding, “We’ve got this down to a five-second exchange.”
For Domino’s, the move will certainly help it with more publicity as anything linked to social media platforms such as Facebook and Twitter become instantly popular. For Twitter, the new option gives it a chance to prove to critics that it is much more than a place to chat about or advertise to attract users to buy from them.
“Our hope is that advertisers will keep innovating this way,” a Twitter representative told USA Today, adding, “Twitter is the best platform to be creative like this.”
How the new feature works
Explaining the process, a Domino’s spokesperson told Mashable that the ordering will work through a user’s profile saved in Domino’s Easy Order system. After a user registers their Twitter account on their Domino’s Pizza Profile, they will be able to order pizza by just tweeting #EasyOrder or a pizza emoji. After placing the order, the pizza delivery behemoth will confirm the order with a direct message, and thereafter, the Easy Order saved in the customer’s profile will be delivered.
Ordering via Twitter is a byproduct of Domino’s AnyWare suite of mobile ordering technology, which has been exploring ways to allow customers to order pizza from more devices such as smart televisions, smartwatches, etc.
The move from Domino’s will certainly go a long way in shaping the pizza industry, which has been finding out ways to attract ultra-tech-savvy young consumers. However, for Domino’s, it was just another option, as already over 50% of its sales come from digital sources.